Churchill Trust Rebranding

One of history’s greatest leaders can bring every Australian along the path to excellence. The Winston Churchill Memorial Trust awards fellowships that allow people across Australia to travel overseas to build their knowledge about their chosen field.

“ThinkHQ approached our brief thoughtfully, strategically and passionately, which gave us a strong sense of confidence in not only their capability but their commitment to our project. The resulting work that ThinkHQ has delivered for us, and with us, resonates strongly with our purpose and future direction. The thorough approach and strong personal investment by members of the ThinkHQ team has forged a sense of partnership that is generating impact beyond our initial project of creating a brand strategy.”


Adam Davey
Chief Executive Officer 

Project Category
Project Expertise
Art Direction
Brand and marketing strategy

The brief 

The Winston Churchill Memorial Trust, established in 1965, works to perpetuate Sir Winston's memory through the awarding of Fellowships.

100 Fellowships are awarded yearly to people across Australia, allowing them to travel overseas to build their knowledge about their chosen field.

The aim is to contribute to the enrichment of Australian society by granting Fellows the opportunity to pursue excellence.

The Trust sought a refreshed brand to enhance the public profile of the organisation and encourage Australians from all walks of life to see the Fellowships as an opportunity that’s right for them.


We had big ambitions to stand out from competitors and appeal to an entirely new kind of Fellowship recipient by addressing two main challenges:

  • How do we attract those Australians who don’t see themselves as a Fellowship candidate, because ‘Fellowships’ feel like such a foreign concept?
  • How can we break away from category norms by redefining what a Fellowship is for, and what a Fellow looks like?

We facilitated a branding process with the Trust Board, Fellows and staff, to distil a clear insight to underpin our creative platform:
Churchill is for the unlikely Fellows


We have created an entire new brand system for the Trust, from logo to letterhead to messaging.

The new brand is currently in research and refinement phase ahead of a planned launch date later in 2019.

We are incredibly proud of the results.