/ Brand & communication
A trusted brand starts with clarity. We help organisations define their purpose, articulate their value, tighten messaging and build identities that create a genuine connection with the people they serve.
/ 01 · Featured brand projects
A clearer voice. A shared purpose.
Brand foundations, visual identity and communications strategy for Kids Hope Australia—brought to life through photography, video and fundraising campaigns that communicate the value of one-to-one mentoring.
Creative direction for everyday products with a greater purpose.
Bringing product, purpose and storytelling together for a social enterprise connecting everyday purchases with its mission to help end extreme poverty. The work spanned brand, packaging, campaigns and creative production across Thankyou Water, Food, Body, Thankyou Baby and Chapter One.
Developed for AIFC
Giving a new vision its foundations.
Brand strategy, narrative and visual identity for a new organisation connecting professional counselling and coaching with community wellbeing. We helped AIFC articulate its vision and establish a distinctive brand grounded in compassion, connection and renewal.
/ 02 · More selected work
Selected projects across brand, campaigns, design and messaging.
Creative leadership for an initiative raising awareness of the cycle of poverty and disability. Working alongside CBM Australia and its partners, we helped shape End the Cycle’s brand, messaging and public presence through photography, video, digital communication and campaign materials.
Brand development and creative production for a digital app helping people connect more deeply with the ideas they encounter. From messages, sermons, and seminars to lectures and conferences, Deepen encourages audiences to engage, reflect and carry their learning beyond the live session.
Establishing a brand that connects performance psychology with the demands of professional dance. Stageminded supports dancers working in companies around the world through counselling and practical mindset training, helping them build confidence, navigate pressure and thrive both on and beyond the stage.
Repositioning Marks Consultancy as a personal coaching brand for life and business, resulting in a clearer positioning and a more personal identity for a coaching practice focused on lasting change in life and business.
Creative development for a supermarket research intervention encouraging healthier food choices. Working with Deakin University and participating Champions IGA supermarkets, we brought healthy eating messages into the shopping environment through vibrant food photography, clear messaging and coordinated in-store design.
/ 03 · Our approach
Understand the people, purpose and challenge.
Find the idea and language that bring clarity.
Give that thinking a distinctive, useful form.
Brand strategy · Identity · Communication
Expressing the hope behind every mentoring relationship.
Kids Hope Australia connects churches and primary schools to provide one-to-one mentoring for children. As the organisation grew, it needed a brand and communications approach that could express its purpose clearly and bring schools, churches, mentors and supporters into a shared story.
Different audiences were hearing different versions of the organisation’s story. Communications needed greater consistency, while fundraising needed to build a broader base of support. The task was to establish strong foundations and translate them into a recognisable identity, a coherent voice and practical ways for people to get involved.
We centred the brand on the value of every child and the confidence, resilience and joy that caring relationships can nurture. This shaped the narrative, values and messaging, with an emphasis on children’s potential and agency.
The communications approach connected two intentions: ignite hearts through authentic stories, then inspire action through clear, relevant invitations to mentor, partner or give.
Commonground developed the brand foundations, organisational narrative, articulated values and audience-specific messaging. A comprehensive communications strategy connected these foundations to channels, campaigns, supporter engagement and fundraising.
The refreshed visual identity retained a connection to Kids Hope’s origins while giving it a distinctly Australian expression. The child, heart and supporting wordmark communicated care, possibility and a hopeful future. Brand guidelines brought the identity together through logo use, colour, typography and supporting graphics.
Our work extended into creative direction, photography, video production, campaign development and fundraising communications, carrying the brand’s purpose into the stories and experiences people encountered.
The work gave Kids Hope a shared foundation for explaining who it is, what it stands for and how people can participate. Strategy, language and visual identity formed a consistent framework the team could apply across everyday communications and future campaigns. See www.kidshope.org.au
“Commonground developed and updated the Kids Hope brand, design, and positioning. They also did an impressive job setting the direction for our communications. The feedback from the team was very positive and everyone found them fantastic to work with.”
Developed for AIFC · Brand foundations & identity
Giving a new vision its foundations.
AIFC had a vision to extend its contribution beyond training counsellors and coaches. A new organisation would connect professional services with community needs, serving businesses and individuals while attracting support to make care accessible to underserved communities.
Commonground worked with AIFC to establish the brand foundations and visual identity for the Centre for Human Flourishing.
The ambition brought together several entities, platforms and service offerings. Before the brand could take shape, their relationships needed clarification: what the Centre would offer, who it would serve and how it would connect with the wider AIFC organisation.
The brand also needed to express its Christian values through a professional, approachable identity that could engage a broad audience.
Working with AIFC, we helped clarify the organisational and service framework, then articulated the Centre’s purpose, mission, vision and value proposition.
“Restored Lives | Renewed Communities” became the central expression of its purpose, connecting individual wellbeing with the positive influence people can have on families, workplaces and communities.
Four values—compassion, presence, wellbeing and renewal—shaped a personality that was calm, trustworthy and quietly confident. The Centre would be an organisation that walks alongside people, helping them find clarity, purpose and possibility.
We developed the brand narrative, messaging foundations, personality and creative direction, then explored visual approaches that expressed growth, healing and human connection.
The selected identity used layered organic forms to suggest flourishing from a solid foundation. Colour and typography connected the new organisation to the AIFC brand family while establishing its own distinctive presence.
A practical style guide brought together the strategic foundations, logo variations, colour palette, typography and usage rules.
AIFC’s vision took shape as a defined brand, with a clear purpose, articulated services and a coherent verbal and visual identity. These foundations gave the team a shared reference for presenting the Centre and guiding its future communications.
“The team at Commonground worked closely with us to build relationship, understand why we exist, our purpose and vision. This informed the creative process and the development of our brand identity in the formation of a new charity - the Centre for Human Flourishing. The work was professional and of a very high standard and I have no hesitation in recommending Commonground Communication.”
Creative direction · Brand · Packaging · Production
Creative direction for everyday products with a greater purpose.
Bringing product, purpose and storytelling together for a social enterprise connecting everyday purchases with its mission to help end extreme poverty. The work spanned brand, packaging, campaigns and creative production across Thankyou Water, Food, Body, Baby and Chapter One.
A shared creative direction connected a diverse range of products and projects, expressing Thankyou’s purpose across packaging, photography, film and digital experiences. Strategic thinking and hands-on production brought together the work of internal teams and external creative partners.
Key projects included refreshing the food range’s packaging and developing new visual approaches for Thankyou Water. Packaging concepts for Thankyou Baby and design for the Chapter One book project extended that thinking into new categories, each with its own audience and place within the wider brand.
Brand photography, product shoots and video production brought these projects to life. Field storytelling connected the products with the people and projects behind Thankyou’s social purpose, creating material for campaigns and brand communications.
Collaboration concepts, pitch materials and presentations explored opportunities with organisations including McDonald’s, Commonwealth Bank, Virgin, Qantas and Relay, translating the brand’s ambition into tangible partnership ideas.
Together, the work strengthened the connection between Thankyou’s products, public presence and social purpose.
This work was undertaken in the role of Creative Director at Thankyou, alongside the team.
Creative direction · Campaigns · Photography · Video
Real stories. Greater understanding.
Creative leadership for an initiative raising awareness of the cycle of poverty and disability. Working alongside CBM Australia and its partners, we helped shape End the Cycle’s brand, messaging and public presence through photography, video, digital communication and campaign materials.
Christoph led the creative direction of the brand, collateral and video, contributing to the ongoing development of End the Cycle alongside the wider team. This included refining key messages, methodology and strategies, and managing the delivery of the campaign.
Central to the work was an approach that supported people with disabilities to tell their own stories. Photography and video brought their experiences, perspectives and contributions into focus, helping audiences connect with the people behind the issues.
The work extended across video production, photography, website creation, printed collateral and photographic exhibitions, bringing a consistent visual presence to the campaign. Collaboration with development partners also supported co-hosted events, creating opportunities for people to engage with the stories and consider their role in disability-inclusive development.
Together, these contributions helped End the Cycle communicate its purpose and grow as a platform for awareness, participation and inclusion.
Brand development · Creative assets · Photography · Video
A brand built around deeper engagement.
Brand development and creative production for a digital app helping people connect more deeply with the ideas they encounter. From messages, sermons, and seminars to lectures and conferences, Deepen encourages audiences to engage, reflect and carry their learning beyond the live session.
The brand centred on a simple idea: meaningful engagement goes beneath the surface. We translated that purpose into a distinctive identity, supported by a clear narrative, values, brand character and persona.
The logo and visual language gave the idea of “going deeper” a recognisable expression, while copywriting connected the app’s practical features with its broader purpose: helping people follow along, capture what resonates and return to it over time.
These foundations extended into creative assets across print, web and social media. Photography and video supported the storytelling, bringing a consistent voice and visual presence to the ways Deepen introduces itself and communicates with its audiences.
Together, the work gave a digital product a clear, approachable brand, connecting its technology with the human value of learning, reflection and discovery. www.deepenapp.com
Brand narrative · Visual identity · Course production
The mindset behind the performance.
Establishing a brand that connects performance psychology with the demands of professional dance. Stageminded supports dancers working in companies around the world through counselling and practical mindset training, helping them build confidence, navigate pressure and thrive both on and beyond the stage.
We developed the brand narrative and visual identity around a central idea: what audiences see on stage is supported by foundations they cannot see.
The logo brings this relationship to life. Coloured stage lights illuminate “Stage” above, while “Minded” sits beneath—the hidden foundation of focus, confidence and resilience that supports performance at an elite level.
We extended the identity across branded collateral, posters, banners, client course materials and conference resources. Production of more than 48 videos for online training courses brought Stageminded’s expertise into an accessible learning format, supporting performers wherever their careers take them.
Together, the identity, narrative and learning materials gave Stageminded a consistent presence—from the first introduction to the ongoing work behind each performance. www.stageminded.com
Brand strategy · Visual identity · Photography
Repositioning Marks Consultancy as a personal coaching brand for life and business, resulting in a clearer positioning and a more personal identity for a coaching practice focused on lasting change in life and business.
We helped Trish move from consultancy to a clearly defined coaching brand, clarifying the narrative, values and value proposition around her tailored, relationship-based approach.
A refreshed visual identity, warmer gold palette and refined typography balanced professional credibility with personal warmth.
New brand assets and guidelines, and a dedicated photoshoot brought these foundations together, creating a consistent visual presence that reflects Trish’s character, expertise and commitment to her clients.
Creative direction · Messaging · Photography · Design
Making healthy choices part of the everyday shop.
Creative development for a supermarket research intervention encouraging healthier food choices. Working with Deakin University and participating Champions IGA supermarkets, we brought healthy eating messages into the shopping environment through vibrant food photography, clear messaging and coordinated in-store design.
We translated the research team’s objectives into an approachable visual campaign, placing reminders about healthy eating where everyday purchasing decisions happen.
Our work combined creative direction, message development, photography and design. Colourful food imagery and simple, positive language made fresh produce and balanced eating the focus, while visual food-group guides helped communicate dietary information at a glance.
The creative extended across advertisements, banners, posters and shopping trolley graphics, giving the intervention a consistent presence throughout the store.
This Deakin University project received the Konrad Jamrozik Award for Health Advocacy and the VicHealth Healthy Eating Award for best health promotion project in Victoria.
