Karuna

BRAND

karuna is a once-in-a-blue-moon organisation that every agency hopes to partner with. As a not-for-profit with limited government funding, karuna’s challenge was to simultaneously grow awareness of their home-based palliative care services in north Brisbane, strengthen their wider donor base, and expand their strategic vision into new territories of death literacy education across Australia. 

LCC Group was tasked with creating an in-depth brand architecture and new visual identity that reflected the interdependence and interconnectedness of karuna’s history, its relationships, and its growth. All the while maintaining the importance of its Buddhist principles and the humility that underpins compassionate care. Through language, carefully selected colours and a simple, yet timeless, new brand identity we captured the beauty, complexity, and intelligence that is the essence of karuna. The result is a warm, reflective brand that embraces Buddhism and translates across karuna’s unique service delivery, community engagement initiatives, and organisational culture.

INSIGHT

SERVICES

+ Brand strategy

+ Brand architecture

+ Sentiment testing

+ Personas and journeys

+ Key messages

+ Brand identity design

+ Website

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  • I can't emphasise enough how very appreciative I am of the consideration, care and effort LCC put into the process of rebranding karuna. I am feeling very confident that the work you have done in bringing this rebrand to fruition will be a pillar moving into the future for ensuring our staff, our supporters and those we serve have a good sense of what karuna is about.Thank you again from the depths of my heart, for truly wanting to understand and bring to the rebrand, everything karuna has been, currently is, and what it wishes for the future.

    — Tsultrim

  • I have lived through a number of rebranding exercises at various entities over the years, and this was in my view one of the best (probably the best) I have seen. The new design clearly 'gets' what karuna is about. Most critically, it recognises and acknowledges the very important place karuna occupies in the hearts and minds of the people we serve.

    — Brad Hutchinson, Karuna Company Secretary

  • I wanted to share how impressed I was with the process, science and commitment of the LCC team in working on this project. In my 40 years of work, I have never seen such a comprehensive and thoughtful process, which I think has landed us in an amazing place. I have been part of many rebranding projects and LCC is the best I have seen by a mile.

    – John Gilmour, Karuna Board Chair