Brand agency Guts Creative has unveiled a refreshed brand for the Australian Children’s Music Foundation (ACMF), including a new brand strategy, positioning, and visual identity. The partnership was facilitated by media industry social purpose organisation, UnLtd.

Founded in 2002 by Don Spencer OAM, ACMF provides long-term music programs in remote and disadvantaged schools, juvenile justice centres, and hospitals. The new brand strategy is an evolution of ACMF’s 22-year history and focuses on tackling inequity.

UnLtd has secured This is Flow as a Social Impact Partner for ACMF, who will be planning and launching a national campaign with creative launching in early August. Guts Creative's lead designer for the project was Dan Marshall, a published children's book author and illustrator.

Founder of Guts Creative, Kara Sullivan, said: "We are old enough to have grown up with Don on our TV and as soon as we read the insights from young people in the juvenile justice system, we were hooked. It’s been awesome working with the ACMF and Dan to amplify the brand; re-positioning ACMF as the vibrant, impactful and powerful force they truly are."

Guts Creative's research found ACMF’s impact to be life-changing and aimed to reflect this in the new brand strategy. The new brand identity, launching in May, includes a new logo and brand identity, with a new website and a fresh look for the National Songwriting Competition launching on 3rd June.

"An exciting brief like this doesn’t come along every day and as passionate music lovers we were stoked to work with a bona fide music legend like Don. Going into the schools and seeing the powerful affect ACMF has on children’s lives was a fantastic experience and proved a huge inspiration. We can’t wait to see ACMF raise the bar with their new brand," said Marshall.

Director of Partnerships at UnLtd, Jade Harley, said Guts work on the rebrand was a "gamechanger" for the ACMF. "The resulting new identity is vibrant, joyful and impactful – speaking to the breadth and depth of ACMF programs, not only in schools, but in juvenile justice centres and hospitals across the country. Big thanks to the Guts team for giving your passion and talent for this project!"

General Manager of ACMF, Frances Georgeson, said the organisation was "thrilled" to partner with UnLtd and the Guts Creative teams. "This rebranding is both dynamic and joyous, and it further amplifies the impact the Foundation delivers through its long-term music programs to thousands of children each week who would otherwise miss out on the benefits a music education provides."