The International Koala Centre of Excellence rebrands to Koala Life

Branding design agency Principals created a new brand, positioning and strategy for the International Koala Centre of Excellence (IKCE). Now renamed Koala Life, the Southern Australian-based organisation leads vital research into the health and habitat of the koala.

As bushfires ravaged Australia in 2020, IKCE was tasked with caring for displaced koalas, survivors from the fires. With the organisation broadening its remit, it realised it needed a stronger brand to help build its profile and awareness in a sector where many organisations, amateur and professional, speak up for koalas. The brand needed to support IKCE’s vital work, spotlight the scale of the problem and expand the organisation’s network in the search for scientific breakthroughs.

Through its Good Idea Foundation, which sees the agency use its branding expertise as a force for good,Principals worked with IKCE to position the organisation as the authority on survival science. The Principals team built a strategy that expresses the importance of the work and its impact on communities.

 

“We have designed a single-minded brand identity that’s all about survival. It’s a distinctive system with an urgency that makes the organisation stand out in the conservation world. The new, immediately recognisable name tells people exactly what the organisation is all about,” says Tom Brigstocke, CEO of Principals.

The brand’s name was changed to Koala Life to highlight the immediacy of the challenge and create a more emotive connection with audiences. The new name is supported by an evocative language style that is helping the organisation lead the conversation and rally people around the cause of survival science.

“Now, more than ever, koalas need our help and the new Koala Life brand positions us perfectly to galvanise these efforts,” says Koala Life CEO Chris Daniels.