Baby Give Back

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Case Study

Customer Experience Strategy

Brand Strategy

Opportunity

Baby Give Back is a Queensland charity with a mission to give children an equal start in life by providing material basics to vulnerable families. Through a sustainable circular economy model, communities donate new and quality second-hand items, which are then sorted by volunteers and distributed via social service agencies and health networks. However, with a rising demand for their services, Baby Give Back identified that they were operating at full capacity and needed to scale to meet the growing needs of vulnerable families across Queensland. While expansion was necessary, maintaining their grassroots, community-driven feel remained a priority.

Strategy

To support Baby Give Back’s growth while preserving their community connection, Pascal Satori developed a comprehensive brand and communication strategy, including a user journey audit, brand revision, marketing collateral development, and a website redesign. With multiple distinct target audiences—each with different needs, messaging, and actions—the strategy ensured a unified and effective experience across all audience touchpoints. The brand identity was elevated to reflect a more mature and sophisticated presence, helping to attract larger corporate partners and secure sustainable funding beyond individual donors. With this strategic realignment, Baby Give Back is positioned as more than just a provider of children’s clothing—they are champions of circular communities and advocates for vulnerable parents, empowering them to break cycles of disadvantage by accessing essential resources. This strengthened positioning enables Baby Give Back to expand operations, build long-term partnerships, and support more families in need at a greater scale.

Since our first collaboration, we’ve continued to support the team at Baby Give Back with ongoing strategic and marketing guidance – helping across all touchpoints, from giving campaigns and fundraising, to audience engagement, retention, and paid advertising.

Impact

With a clear and cohesive brand and communication strategy, Baby Give Back is positioned as more than just a provider of children’s clothing—they are champions of circular communities and advocates for vulnerable parents, empowering parents to break cycles of disadvantage by accessing essential resources.

A unified voice and strategic focus across all channels enhance engagement with corporate partners, volunteers, donors, and service agencies, enabling Baby Give Back to scale its programs effectively and support the growing number of vulnerable children in need.

Evolved the brand to strike a balance between professionalism and approachability, creating a more mature and polished identity that appeals to larger corporate partners high-value donors and funding opportunities without losing the grassroots authenticity that makes them impactful.

Audit and optimisation of digital touchpoints for a seamless customer experience, including a website redesign and tailored messaging for distinct audiences, a rebrand launch campaign, and updated appeal assets in the new look and feel to ensure consistency, recognisability, emotional resonance and trust.