Ethical Design Co.

A print and digital design agency that cares.

Selected pages from Fairground’s mini style guide, displaying the brand’s logomark, colour palette, brand typefaces and typography rules on a deep teal background.

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Fairground, formerly known as Barlow Impact Group (B.I.G.) is an Australian philanthropic organisation based in Melbourne, dedicated to funding structural social change and environmental sustainability initiatives.

Fairground traces its roots to the Barlow Foundation, established in 2014 with a $20 million seed fund from Beverley Barlow. A lifelong advocate for hard work, generosity and social impact, Bev’s legacy continues to shape the organisation today.

Their work challenges traditional philanthropy models, ensuring funds are directed toward high-impact initiatives that create lasting systemic change.

Explore the current B.I.G. website for more information.

Brand guidelines development
Icon design
Logo design
Secondary branding
Stationery design

The brief

With a new name and refined mission, Fairground required a modern and meaningful visual identity to communicate their values effectively. The branding needed to feel bold yet welcoming, conveying professionalism while staying accessible and human-centred. Our goal was to craft a distinctive and flexible brand identity that reflects their commitment to impact-driven philanthropy – ensuring credibility with funders and partners while remaining adaptable for future growth.

As part of Fairground’s branding package, we worked on:

  • Logo design: A clean, all-caps wordmark with an equal sign incorporated into the “F”, symbolising Fairground’s commitment to fairness and equity.
  • Typography and colour palette: Development of new brands fonts (featuring Brandon Grotesque and Wigrum), paired with a modern, sophisticated colour palette of rich black, deep teal and warm gold.
  • Custom icon set: Abstract, geometric icons featuring the equal sign, reinforcing the theme of equity, fairness and mission-focused philanthropy.
  • Mini style guide: A concise reference document outlining logo usage, colour rules, and typography guidance for consistent brand application.
  • Branded email signatures: A professional and easy-to-use design for internal and external communications.
  • Basic letterhead: A practical Word template for everyday use.

This cohesive brand identity ensures Fairground maintains consistency across digital and print applications, helping them communicate their work with clarity and confidence.

“Thank you for bringing our vision to life so well and for all your fantastic work on the Fairground rebrand!” – Téa McKenna, Grants Manager, Fairground

How is this ethical?

Fairground pioneered a new model of giving in Asia-Pacific region, directing 100% of capital toward initiatives that drive social justice, equality, and environmental sustainability. While their work has always focused on systemic change, they are now increasing their commitment to environmental funding, ensuring their impact addresses both social and ecological challenges in response to the current climate crisis.

By fostering innovative solutions to pressing global issues, Fairground is creating lasting change and ensuring equal opportunity for all.

At Ethical Design Co., we are proud to support purpose-driven organisations like Fairground in developing strong and memorable brand identities.

See for yourself…

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