While working in-house for RSL Queensland there was the opportunity to work across a broad range of projects, from full campaign roll-outs to everyday socials and internal corporate comms.
The focus was on telling veteran stories, driving membership and league initiatives and supporting broader organisational and project goals across national commemorations and veteran support programs.
magazines
campaigns
socials
illustration
layout design
visual identity
magazines campaigns socials illustration layout design visual identity
One of the main commemorations for which RSL functions as the custodians is Remembrance Day. The goal of the 2025 campaign re-design was to give the commemoration a fresh, modern look with keeping the solemn and respectful tone required for a commemoration that is specifically to remember our fallen servicemen and women. Our aim was to drive higher attendance rates at services and an increase in general event and brand awareness across Australia, with this being the first year of a three year campaign.
Across nearly 200 different executions, the fresh new photo shoot and new visual identity were rolled out nation wide, resulting in a increase in ceremony attendance and campaign reach year on year.
Other projects from work at RSL Queensland includes a full re-design of the Annual Report. The document required a design refresh, implementing new contemporary layouts and incorporating a new brand light blue for a fresh feel. As one of the major publications under-taken by RSL Queensland every year, that is distributed to all delegates at the Annual General Meeting, this document is key to the yearly project cycle of running one of the largest not-for-profits in Queensland.
This graphic was designed to represent RSLQs organisational values in a unified, meaningful, and contemporary way. Each colour corresponds to one of the values, showing their individuality while also highlighting how we come together to do work that is deeply impactful to our community.
The values poppy is comprised of a geometric shape that represent our people, one for each value, coming together, arms around shoulders, to stand side by side in accomplishing RSLQs mission.
By using circular shapes to create this main geometric element of the values poppy we draw on imagery often associated with commemoration and remembrance - such as wreaths, gathering around a central location for services, community, unity and support.
These individual shapes were developed to represent each of the values and their keywords by drawing on the circle motif.
Using individual shapes - instead of the poppy in a solid colour - provides depth to representing the values, with the opportunity to use the shapes for a wider range of graphic devices.
Mates4Mates is one of the direct service support arms of RSL Queensland and the RSLQ team is responsible for creating illustration and type designs across the Mates4Mates social media.
