Evolving one of Australia’s most loved charities

McGrath Foundation

2025
  • Brand identity
  • Strategy
  • Digital product
  • Website
  • Campaign
  • Packaging
  • Motion
  • Editorial
  • Spatial & retail
  • Service design
Twenty years ago, the McGrath Foundation set out to make sure everyone going through breast cancer had a McGrath Breast Care Nurse by their side. In 2024, they achieved that incredible aim. In 2025, they had an even bigger mission: to take their extraordinary nursing care to all cancers. However, when you’ve grown to be the pink charity in Australia, bringing the nation on a new journey takes lots of collaboration, and care.
Large-format billboard showing the campaign lockup: headline left, nurse centre, magenta logo block right
Pink layout with a black-and-white photo of a nurse holding a patient's hand and hand-drawn Just ring me
Nurse portrait against an expressive brushstroke burst, next to the white heart monogram on magenta
McGrath Magazine 1
Report spread held open in coral and lilac, impact figures set large in a stacked serif numeral display
McGrath Magazine 3
Cancer care nurse portrait paired with a coral panel of white handwritten copy and magenta quote marks
McGrath Foundation nurse in purple scrubs beside a deep green panel with a hot pink handwritten quote
Pale pink panel of hand-lettered campaign copy in mixed scripts, next to a smiling nurse in purple scrubs
McGrath Icons
McGrath Graphic Expression
Airport digital screen in magenta promoting Virtual Pink Seats for the Sydney Pink Test
Tablet showing the Virtual Pink Seat donation page with stadium imagery under a magenta header
Launch event at the cricket ground, pink-shirted supporters under a screen reading Our care, now for all cancers
McGrath Pink Test 1
McGrath Pink Test 2
McGrath Pink Test 3
Presentation slide asking 250 nurses by 2025, we did it, now what, beside a handshake photo

“Re were an exceptional partner throughout our brand repositioning and Pink Test launch project.” “From our very first chemistry session, their team demonstrated a genuine curiosity and passion for deeply understanding our Foundation. From discovery to strategy and implementation, they were fully invested in capturing the essence of our brand and the natural evolution we aimed to convey. They expertly balanced challenging our thinking with fostering co-creation, ultimately becoming an extension of our own team. We were thrilled with the outstanding results and the overwhelmingly positive reception of the refreshed brand from the Australian community. I wholeheartedly recommend the team at Re for any brand strategy or campaign project you may have.”

McGrath Merch 1
McGrath Merch 2
McGrath Merch 3
McGrath Merch 4

More work

Get in touch

hello@re.design
©2026
Level 20, 25 Martin Place Sydney, 2000
The Commons, 10-20 Gwynne St, Cremorne VIC 3121