The rebranding of ABC Friends aimed to realign its branding for a younger audience, specifically targeting Gen Z. This demographic, known for its active engagement in social causes and digital activism, presents an opportunity for ABC Friends to expand its support base and ensure long-term sustainability.

Through brainstorming sessions, I settled on the name "ABCU," which emphasizes the impact the audience can have while retaining the essence of the original brand. The logo design, featuring cartoon-like and bubble text, draws inspiration from iconic Australian cartoons that resonate with Gen Z, tapping into nostalgia and cultural relevance.

To demonstrate the effectiveness of the new branding, a hypothetical event was conceptualized: a pub trivia night hosted by ABCU. This event seamlessly integrated the ABCU branding and logo into the quiz rounds and promotional materials, showcasing its vibrancy and relevance to the target audience. By incorporating these elements, ABCU not only connects with a younger audience but also reflects the diversity and inclusivity of Australian society, empowering the next generation of media advocates.