Services
Branding
Creative
Communications
Events
The challenge:
Superdream was originally engaged by The Salvation Army in 2021 to create a new peer-to-peer fundraising event in Queensland that would raise awareness and funds for the Brisbane City Women’s Homelessness Service. With multiple homelessness campaigns already in market, the challenge was to create a platform that felt accessible to a new audience, particularly women who wanted to support other women experiencing homelessness.
This focus was critical given that women over 55 are one of the fastest-growing groups experiencing homelessness in Australia, yet their experiences are often invisible. The brand needed to communicate this reality, while creating a safe, inclusive and empowering experience for participants.
Over the following three years, the campaign grew under the name A Place Called Hope, building strong community engagement. However, as participation increased and awareness grew, The Salvation Army Queensland needed to evolve the brand, transitioning from A Place Called Hope to the Salvos Sleepout.
The challenge was to create a clearer, more recognisable identity that could support long-term growth, strengthen awareness and sit within The Salvation Army’s brand.
The numbers speak for themselves
$70,000+
raised through donations in 2025
96
Participants who took part in 2025
5
number of years the event has been running
Our solution
Superdream led the comprehensive brand evolution process. We began with a collaborative workshop involving the fundraising team, relationship managers and representatives from the Brisbane City Women’s Homelessness Service. This session clarified the purpose, goals and meaning of the event.
From these insights, we developed a detailed brand blueprint defining the event’s archetype, vision and pillars. This framework ensured the rebrand honoured what the community already valued while providing a clear foundation for future growth. We then created the new visual identity for the Salvos Sleepout, including the logo, symbols, colour palette, reference guide and usage guidelines.
The final brand system intentionally drew on elements of The Salvation Army’s core branding to increase recognition, while introducing creative assets that allowed the Salvos Sleepout to stand confidently in its own right. This balance ensured the rebrand felt familiar, credible and purpose-driven.
The rebrand was successfully rolled out for the 2024 Salvos Sleepout campaign. The refreshed identity reinforced the core action of the event and positioned the campaign as both a fundraising initiative and a movement for change.
The rebranded campaign was supported by a media partnership with 96.5 Family Radio and an out-of-home campaign with Big Outdoor, further amplifying awareness and reach across Brisbane.
