Rebranding a Melbourne-based charity with strong insights

A detailed personalisation of Gather My Crew’s brand identity was only fitting for an organisation centred around personalised care.

We continue to help promote their new Gather My Crew App, which enables easy organisation of help for a loved one experiencing an acute crisis and provides health professionals with a tool to ensure their patients get the support they need when they leave their care.

Gather My Crew


Melbourne-based charity, Gather My Crew engaged the team at Creative Generals to create a full revamp of their branding and marketing strategy for them to reach maximum exposure and prepare for the launch of their new App. We were only too happy to help!


Directed by strong data insights, we identified 3 distinct audience personas and implemented strategies for each across print and digital channels. An illustrative approach for the branding worked best to visually communicate the human element and level of care Gather My Crew provides.

Logo and Branding Development

To personalise and add the humanist touch, we developed an illustrative approach that’s flexible and free flowing with a combination of line drawings and solid ‘organic shape’ devices. The ‘ribbon’ device – symbolises a ‘connecting thread’ and the goal of Gather My Crew – to connect people when they need it most.

Gather My Crew
Gather My Crew

Research-Led Design

Working closely with our research and insights partner, we assessed the data results to define three distinct audience personas – those in need of help, close friends and family wanting to help and health professionals. It was clear they each responded better to different verbal and visual messaging, so we developed different strategies to speak directly to each of them – and their hearts!

Digital Collateral

The website design and development brings the ‘ribbon’ brand code to life by animating on scroll and leading the eye through the journey. Our team is always keen for nutting out and adding complex interactivity to enhance the user’s online experience! UX design and SEO for each persona also adds greater engagement with everyone being able to quickly find the information they need.

We also provided adaptable powerpoint presentation templates and continue to support Gather My Crew closely especially with social media and campaign management.

Social Media

With our ongoing support, we designed a social media strategy and grid design that is based on quality content for each persona and increasing user engagement for higher reach.

Dynamic Display Ads / Responsive Discovery Ads

Hailed as the way of the future and which clearly give outstanding results, we recommended using Responsive Discovery Ads in our campaign strategies. Discovery Ads reach people with similar interests as your brand and who are ready to engage and discover. With ongoing analysis, the ad results keep growing.

Storytelling & Full Video Production

To showcase the huge impact the App creates in people’s lives, and have this potential felt, we developed an emotional narrative showing how someone suffering easily finds and organises the help they need from family and friends. The brand story features at the top of their website homepage. We also developed a practical step-by-step animation explaining how to use the App.

Scripts, Storyboarding & Copywriting

The brand video, interviews and animation explainer video were all scripted, storyboarded, filmed and directed by our internal team at Creative Generals. Everything from beginning to end in video production and post-production.

On the shoot

We filmed the brand video and interviews over 3 days, using 5 locations and multiple scene and camera set-ups. Organisation was key! We succeeded in covering all detail and having a range of camera angles to choose from in post production for an ultimate finish!

Print Collateral

Advertising collateral included Gather My Crew’s internal business stationary, as well as external advertising resources. Posters were designed using the language and visuals for each audience persona. Using efficient and customisable templates, we also designed information packs for attracting referral partners.

Personalised Illustration

Outlined in the style guide, we provided various sets of branding illustrations using the ‘ribbon’ and ‘organic shape’ brand code devices. Within each set, various colour combinations are also given to maintain consistency but with enough variation to keep inspiring!

Ongoing Support

We continue to support gather my crew through our stress-reducing, marketing task-doing machine, Dalligator! Through this we offer Marketing Tasks: On Demand, Paid Search and Advertising, Social Media Management, WordPress Management and SEO services. All Dalligator customers have a dedicated marketing expert to help manage their marketing activity, eliminating the need for managing numerous contractors.

We have been working with Creative Generals for the past year. The team are amazing. They are great to work with, super responsive and their commitment to customers goes above and beyond. I would highly recommend.

Dr Susan Palmer

Founder & CEO


Building up to the launch of their new App, we implemented their new branding across various print and digital platforms including a fully customised UX website with interactive animation on scroll, marketing campaign strategies, social media, and emotive and informative video productions – from script writing and storyboarding to filming and post-production!

Services to client


Design & production.

Content & assets.


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