Brand transformation, governance & implementation
I worked with Ronald McDonald House Charities Australia from 2011, delivering more than 600 projects across a long-standing creative relationship.
In 2016/17, I led the Australian rollout of RMHC’s new global identity, translating the international brand into a practical national system capable of working across a complex federated organisation.
The rollout required more than 1,760 logo configurations, supported by comprehensive guidelines, templates and implementation assets to enable consistent use across Houses, programs, communications and channels throughout Australia.
The work shown here focuses on the rebrand and the years that followed, when that system was applied across major national communications, research, campaigns, publications, digital and social content.
I had the pleasure of working with Netra for more than six years at Ronald McDonald House Charities, and during that time she became a trusted advisor and an extension of our team.
Netra brings a rare combination of strategic thinking, strong business acumen and exceptional design instinct.
Her deep understanding of brand strategy ensured every piece of work was not only beautifully executed, but aligned to our organisational objectives and audience needs. What sets Netra apart is her ability to navigate complex stakeholder environments. Working within a federated organisation with multiple layers of stakeholders, she consistently balanced diverse perspectives while maintaining alignment to the broader brand vision.
She also demonstrated a strong understanding of how to manage global brand expectations while adapting them thoughtfully and effectively to local market needs. Netra was a delight to work with and built strong relationships at every level of the organisation. Her collaborative approach, strategic insight and genuine commitment to understanding our business made her a valued partner and trusted extension of our team.
– Michelle Ring
Former General Manager, Marketing
Ronald McDonald House Charities
Translating a Global Brand for Australia
RMHC’s global rebrand provided the foundation for a new international identity, but implementing it across Australia required more than simply applying a new logo.
The global brand system needed to be interpreted for the Australian organisation, including refining the broader global colour palette for the local market and developing a practical identity system that could accommodate the complexity of RMHC’s Australian network, programs and communications.
The result was a comprehensive national brand system encompassing more than 1,760 logo configurations, supported by guidelines, templates and implementation assets designed to make the new identity both consistent and genuinely usable.
Communicating impact
Research, evidence and organisational impact needed to be communicated to very different audiences, from sector stakeholders and supporters to families and the broader community. The brand provided a consistent framework, while each piece required its own approach to information, storytelling and engagement.
Corporate communications
Major publications such as the Annual Report brought together complex organisational information, storytelling, financial reporting and impact within the new brand system, demonstrating its ability to work across substantial, information-rich communications.
Digital & social
At the other end of the spectrum, the brand needed to work just as effectively in fast, everyday communications. Social and digital content extended the system across a high volume of smaller touchpoints while maintaining a consistent and recognisable RMHC presence.
Fundraising & partnerships
Fundraising communications formed another important part of my work with RMHC, spanning national appeals, corporate partnerships, point-of-sale campaigns and community fundraising. The work needed to translate the brand across very different donor and partner audiences while keeping the purpose, impact and reason to act clear.
Bringing strategy to life
RMHC’s 2020 strategic plan, Mission in Motion, needed to become something the broader organisation could understand, recognise and engage with. I developed the visual identity for the strategy and translated it across the collateral, signage and communications used to launch the new framework throughout the organisation.
