Introducing our new brand
For 25 years, the Asylum Seeker Resource Centre has been a place of welcome, support and action for refugees and people seeking asylum.
As ASRC has grown and evolved, so has the work we do and the community behind us.
Now, our brand is evolving too.
Our new look holds onto the welcome at the heart of ASRC, while better reflecting the strength, action and courage that drives our work every day.
Our name hasn’t changed. Our purpose hasn’t changed. Our commitment to refugees and people seeking asylum hasn’t changed.
Why change now?
ASRC has changed significantly since our brand was last updated.
We’re working in an increasingly crowded and changing environment, where being visible and easily recognised matters.
We need to keep reaching new supporters, growing our community and raising the funds that make our work possible.
Investing in our brand is an investment in ASRC’s future, helping make sure we can continue to be here for refugees and people seeking asylum for years to come.
A new look. The same comittment.
While you’ll start seeing our new colours and identity across ASRC, the organisation behind them remains the same.
We’re still independent. We’re still community-powered. We’re still providing food, healthcare, legal support, housing support, employment services and more.
And we’ll continue to speak out for the rights of refugees and people seeking asylum.
This next chapter is about making ASRC stronger and more visible, so we can keep doing that work well into the future.
Your questions answered
We know you might have questions about why we’ve made this change, how decisions were made and what it means for your support.
Why are you changing the ASRC brand?
We know many of our supporters know and recognise the current ASRC brand, and this isn’t about changing who we are or what we stand for. Our organisation has evolved significantly since the brand was last updated, and we wanted to make sure our identity reflects the ASRC we are today and where we’re heading.
This is about investing in ASRC’s future, so we can continue to reach supporters, raise the funds we need and be here for refugees and people seeking asylum for years to come.
How much did all of this cost?
We’ve been very conscious of keeping costs down. Much of the brand development was provided pro bono by The Key, one of Australia’s leading branding agencies.
The majority of the redesign of assets has been completed internally, at no additional cost to the organisation. We’re also taking a phased approach to physical assets, updating them as they need to be replaced rather than replacing everything at once.
For priority items such as signage and other public-facing assets, we’ve worked with existing partners who have provided pro bono or significantly discounted rates.
Are you still the Asylum Seeker Resource Centre, or is the organisation itself changing?
We’re still the Asylum Seeker Resource Centre and our purpose and the work we do have not changed. We’re updating how ASRC looks and communicates so our brand better reflects the organisation we are today.
The same services, advocacy and commitment to refugees and people seeking asylum remain unchanged.
Were refugees and people seeking asylum involved in making these decisions?
Yes. We spoke with current ASRC clients as well as members of our Lived Experience Committee.
Their perspectives were an important part of making sure the new brand reflects the people and communities at the heart of ASRC.
Did you ask supporters, donors and volunteers what they thought before changing it?
Yes. Supporters were significantly involved throughout the process, including through one-on-one interviews and a large survey.
We spoke to them to understand what they valued about ASRC and what they felt could be stronger, and we also tested the new branding with supporters before it was finalised.
If you have any further questions about the rebrand please reach out to marketing@asrc.org.au
