Brief

Roundabout Canberra is a not-for-profit organisation supporting families across the ACT and surrounding regions by providing safe, high-quality preloved and new essentials for babies and children through local service providers. As the organisation grew, building trust and visibility, and improving understanding of its impact became increasingly important for both new and existing audiences.

Brand Rebellion partnered with Roundabout Canberra to strengthen its brand foundations and donation communications, improving clarity and consistency at scale and driving stronger audience engagement through strategic marketing and community-centred activation.

A grid of tilted presentation slide mockups on a teal background, showing pages from a Roundabout Canberra brand strategy deck.

Approach

  • Built an insight-led, community‑centred brand and marketing campaign framework to increase visibility and familiarity for Roundabout Canberra.
  • Established clear and consistent brand foundations through a messaging framework, donation quality toolkit, refreshed templates, and website design uplift.
  • Set a clear strategic direction by defining purpose, audiences and goals, supported by a cross‑channel strategy, shaped by experimentation and creative development.
  • Increased brand visibility and community intent through targeted activations and clearer messaging across channels, with a 57% uplift in visibility and an 18% rise in intentional searches.
  • Broadened and diversified the supporter base through year-on-year growth, supported by A/B testing insights to guide future content and long‑term brand development.
“

As a not-for-profit organisation supporting families in need with essential baby and children’s items, it’s crucial for us to work with partners who not only deliver high quality creative work, but who also understand our values and community context. Brand Rebellion brings both

Miranda PhillipsGeneral Manager, Roundabout Canberra

The Great Lego Sale

The Great LEGO Sale is one of Roundabout Canberra’s most popular community fundraising events, raising funds to support families in need across Canberra and the surrounding region. Returning in 2026, the event had evolved in scale and ambition, requiring a more structured approach to support fundraising outcomes through marketing and communications activity.

Building on the success of the previous foundation project, Brand Rebellion was engaged to develop and deliver an integrated campaign to increase event visibility, audience interest and attendance.

3,300

+
attendees at the biggest Great LEGO Sale to date

115

%
of the fundraising target achieved

3

x
higher event visibility, with a 77% lift in exploration intent

Impact

  • Supported the delivery of the biggest Great LEGO Sale to date, attracting 3,300+ attendees, exceeding 115% of the fundraising target and delivering a strong ROI.
  • Developed an integrated campaign strategy spanning across organic communications, paid social advertising, and Google search activity.
  • Implemented a data-led planning and measurement framework to evaluate performance, inform optimisations, and support evidence-based decision making.
  • Elevated event visibility, audience intent and community interest, achieving three times higher event visibility, increasing exploration intent by 77%, and driving significant growth in digital engagement.
  • Established a repeatable, data-driven campaign structure to support future fundraising initiatives and community events.