In 2021, Palliative Care Australia (PCA) marked its 30th anniversary, a significant milestone in its journey of advocating for and advancing the provision of high-quality support to those in need. Notably, this year also marked the first-ever virtual conference due to COVID-19 restrictions, signifying a pivotal moment for Australia’s foremost provider in the field.

A digital prospectus was required that captured the essence of the conference theme, organisational values, mission statement, and sponsorship opportunities. Collaborating remotely with a Melbourne-based events agency, I was tasked with providing digital assets for the virtual platform and refreshing the event’s brand.

Careful curation of imagery was paramount to avoid the somber visual often associated with palliative care. Instead, the focus was on portraying the conference as an opportunity for families to share precious moments together with comfort and dignity, fostering a sense of connection and support.

Given the virtual nature of the event, emphasis was placed on steering away from destination imagery and photographs from previous conferences. Instead, a fresh perspective was sought, ensuring that the digital assets reflected the innovative spirit of the virtual platform.

The brand refresh aimed to strike a delicate balance between honoring the heritage of the original brand and adapting to modern media formats. A key element of this evolution was the introduction of an icon to replace the letter ‘O’ in the brand name. This versatile icon not only served as the website favicon but also laid the groundwork for future mobile app integration, ensuring consistency across various platforms and mediums.