Asthma Australia was in dire need of a unified visual identity to help it compete on a national stage with other high profile health organisations. It needed to reflect the positive education provided to the community by Asthma Australia and provide a memorable visual presence across the country.

We presented the concept of a bright blue air-filled ballon as both a metaphor for freedom and a visual analogy to healthy lung function. It is also a strong symbol relating to childhood.

A bright blue balloon, perpetually inflated to just the right amount—not too tight and not too soft—represents the key concepts of healthy lung function, childhood, optimism and freedom from the constraints of asthma.

Strong use of black and white photography, using smiling healthy people holding a blue balloon were used throughout the corporate collateral to visually present the balance between an optimistic outlook and the seriousness of asthma first aid.