Advertising,  Branding,  Design,  Digital

Butterfly Foundation Visual Identity

Butterfly Foundation is a a leading national voice in supporting the needs of all people affected by eating disorders and negative body image – a person with the illness, their family and their friends. Butterfly highlights the realities of seeking treatment for recovery, and advocates for improved services from both government and independent sources.

The Butterfly Foundation commissioned Sono Advertising to create a distinct Visual Identity (logo) for The Chrysalis Ball – a major event for Butterfly to raise awareness as well as funds. The brief called for the Logo to incorporate the existing Umbrella Brand Visual Identity.


The new Visual Identity focuses on the emergence of the butterfly from the darkness of its cocoon in preparation for a new life.  The mark is easily identifiable as being a part of the Butterfly Foundation and compliments Butterfly’s existing visual identity. All marketing collateral was designed in accordance with Butterfly’s existing branding.

The logo has undoubtedly contributed to our success securing sponsorship this year for the Chrysalis Ball… Mary Orenstein

  • Visual Identity
  • Program of events
  • Print Advertising
Chrysalis Ball & Visual Identity featuring Justice Crew
Butterfly Foundation Chrysalis Ball Visual Identity
Photos Aundray Cheam

The Butterfly Foundation has been thrilled with the Visual Identity that Alex has created for our International No Diet Day Morning/Afternoon Tea campaign and The Butterfly Foundation Chrysalis Ball.  Alex has shown the experience and knowledge to create a brand that defines The Butterfly Foundation’s major annual fundraising event – The Chrysalis Ball – and reflects our core values.  The logo has undoubtedly contributed to our success securing sponsorship this year for the Chrysalis Ball.  Alex has brought a refreshing and professional attitude and it has been an absolute pleasure working with her. Despite many changes on our part nothing was ever a problem.  She is a rare gem!

Mary Orenstein
National Manager
Communications & Fundraising
The Butterfly Foundation

On behalf of the Butterfly Foundation I would like to thank you most sincerely for supporting the Butterfly Foundation Chrysalis Ball with Graphic Design support. I am please to report that the event was a great success and thoroughly enjoyed by all who attended. The event was significant in helping to raise awareness and gave our guests an opportunity to show their support for the vital work the Butterfly Foundation does within the eating disorder and body image field and enables us to continue our work.

On behalf of the Butterfly Foundation and all those that we support I would like to thank you for your ongoing support and generosity.

Claire Vickory
Founder / Executive Chairperson
The Butterfly Foundation

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