mater fun run

mater fun run

Changing the world for the breast

fundraising to run

Each year, thousands of individuals, friends and families transform the streets of Brisbane into a fabulous 'sea of pink', all with one common goal—to show support for women living with breast cancer.

Logo design
Brand guidelines
Event signage
Digital advertising
Outdoor advertising
Promotional collateral

Breast cancer is the most commonly diagnosed and second deadliest cancer for women in Australia, and, as such, the Mater Foundation is on a mission to raise awareness, support women currently living with it, and help save future lives.

2021 marked the 30th anniversary of the well-known fundraising event. Mater Foundation engaged us to revitalise the event branding and reimagine the campaign collateral to recognise this milestone.

Exploring the notion of people, community and the event's history, we put women at the heart of the brand and developed a fun and optimistic logo that would speak to the compelling narrative of the brand story. The icon embodies an empowered woman symbolising strength, courage, confidence and femininity.

Working within the parameters of the overarching Mater style, the brand needed to speak to the essence of the well-known event while providing flexibility for varying major sponsors. Consistency was key across a multi-channel marketing campaign, including print, environment, and digital.

A subtle breast element is featured throughout the application, and candid photography adds authenticity to the design. The logo suite is flexible and adaptable. It is a future-facing brand that will empower the event to build momentum for many years.