THE PUSHMusic Is For Everyone
- Brand Identity
Music is where young people find themselves. Where their feelings and emotions are validated. Where inclusivity and belonging is discovered amidst a sea of genres and subcultures. For 40 years, The Push, a registered charity and leading Australian youth music organisation have been doing the critical work of helping provide access to music programs and live events to millions of young Australians. Being an agency run by failed musicians with ringing ears from years of live music, we absolutely jumped at the chance to help them re-brand in 2025.
We created a fresh brand identity for The Push that brings the spirit of the organisation to the forefront. From developing a brand purpose, positioning, tone of voice, and visual identity, we gave The Push permission to be confident in their mission of giving young people their first life-changing experience with music. Central to the identity is a playful, dynamic logo system inspired by the love of music, designed to perfectly balance consistency with diversity. It’s paired with a vibrant, full-spectrum colour palette that celebrates inclusivity and evokes the spirit of ‘music is for everyone’.
The Push creates welcoming and inclusive environments for all young people no matter their background or musical interest, an essence we captured through a custom typeface, Headline Act, inspired by a cavalcade of musical subgenres in a series of 100+ of hardcore-punk-deep-house-dream-pop-death-metal-and more-inspired glyphs. Fully deployable, The Push team is now able to turn the dial on whatever vibe they want in their communications through bold, loud typography that feels naturally confident.
This new brand system lets The Push live and breathe music while properly representing the earned confidence that comes from 40 years of changing the lives of young Australians.
On 26 March 2026, that belief stepped onto a national stage at Parliament House with the launch of A National Plan for Young Australians and Music, recognising what young people have been saying all along. That music isn’t optional, but fundamental to identity, belonging and wellbeing, and that access across Australia is still uneven, too often shaped by postcode or circumstance. The Push has spent 40 years working to change that, and now, alongside young voices, is calling on government, industry and community to step up and make music truly accessible to everyone.
