Rebranding a Melbourne Icon
What’s Christmas without a carol? And what’s Melbourne without Vision Australia’s Carols by Candlelight each Christmas Eve?
Problem was, that while every Melbournian understood Carols by Candlelight, many were missing the link to it being a festive fundraiser run by (and for) Vision Australia. Music can be shared and enjoyed by blind, visually impaired and those of us with 20/20 alike and it’s an important way to all come together and share some joy at Christmas through carols. We wanted to dial up Vision Australia within the overall brand without losing any of the ‘sparkle’ and celebration. So welcome to Vision Australia’s Carols by Candlelight brand 2015… take the family this Christmas Eve or enjoy on TV and give generously of course.