Brilliant Thinking.

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Australia's largest reproductive genetic carrier screening trial is named for Mackenzie Castella, whose passing inspired her parents to campaign for change.

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Philanthropic capital campaign.

The opportunity

Blueboat is the strategic and creative partner on the most ambitious and bold philanthropic campaign ever undertaken by an Australian school. A visionary project that will change the social fabric and landscape of an entire community, it involves relocating multiple campuses of Mount Scopus Memorial College to one location in Caulfield, Melbourne, and creating a new place of belonging for all with a new Centre for Jewish Life.

Brilliant thinking

A brand for a campaign of this significance needs to signify to both major donors and the broader community that substantial support is required to realise the vision. The strategic consultancy involved was enormous, guiding the client on how to develop a campaign that matched the bold and visionary nature of the project.

The brand and campaign name needed to show an intergenerational connection, celebrate a common historical thread, and showcase a sense of community and belonging.

The solution

The Generation name conveys a “once in a many lifetimes” opportunity. Paired with a visual motif of the Hebrew word for ‘one’, with a colour treatment and orientation rendering it recognisable and eye-catching, the brandmark uses colour and the joining of pieces to celebrate a community coming together.

The One Opportunity, One School, One Community tagline was also developed to support immediate understanding of the project’s goals.

 The impact

The campaign was launched and endorsed by the Australian and Victorian governments in May 2022 at a Scopus Foundation Gala Evening, alongside their guest speaker, a former UN Ambassador. This bold campaign launch was received with joyous excitement and anticipation for what the Centre for Jewish Life will deliver to Melbourne.