The Westpac Foundation takes a fresh approach to addressing social problems, providing funding and business skills to not-for-profit groups taking on some of the biggest issues facing the Australian community.
Founded in 1879, the foundation is completely independent from the commercial interests of the Westpac Group. The work and decisions of the Westpac Foundation are the sole responsibility of the independent Westpac Foundation Board.
Funds are generated through ongoing staff donations, investor contributions and increasingly, donations from the general public. This means the organization is completely focused on the management of funds; ensuring not-for-profit organisations that can really make a difference are supported and encouraged.
For the 2012 Westpac Foundation Annual Review, we needed to tell the story of a great and purpose driven organisation, respect the Westpac brand but distance the foundation from the commercial activity of one of the country’s best-known businesses.
The design challenge was to create a narrative structure and visual language which communicates the great work the Westpac Foundation does, overcomes any cynicism that the organization is simply a marketing ploy and engages with Westpac staff who are very passionate supporters of the foundation’s work.
We started by defining the relevant point of difference for the foundation. This is that the organization brings financial management, business acumen and social welfare knowledge to the process of finding, supporting and funding innovative and effective groups, which target hard to solve issues within communities and groups across Australia.
Put simply, what they do makes a difference and it is the skill and capability of the foundation as well as the funding they provide that helps to deliver tangible improvements to people’s lives.
As a funder and supporter of not-for-profit organisations, the foundation itself has limited opportunities to communicate their story to a wider public but as a true foundation they deliver a fully audited and detailed review each year.
The review provided us with an opportunity to define and express the foundation, their capability, their impact and their ambition. It tips it’s hat to the Westpac brand look and feel whilst clearly establishing the foundation as a separate and capable organization.
The review has had a dramatic effect, telling a story that was already there but had never been told effectively and engaging a whole new audience in the work and impact of the Westpac Foundation.