Ship 5b · Visual identity library
Every hero image in this library obeys a single rule from our founder: "Not every photo needs to have dirty gray walls of the impoverished. Financial distress because of illness. Never illness because of financial distress."
Our beneficiaries are Australians facing terminal illness, not people to be pitied. The visual identity reflects that reality: modest but loved homes, warm natural light, dignified workplaces, no clinical settings, and — critically — no beneficiaries visible in identifiable form. By-room design principles are a forethought, not an afterthought.
Room A
warm cream · deep navy · muted gold
A sunlit Australian home study desk with an open leather folio, fountain pen, eucalyptus sprig and cup of tea — quiet institutional purpose.
Usage: About / Governance / Constitution / Board pages · investor decks · foundation grant applications
Channel affinity: organic
Room B
warm cream · muted teal · gold
A bright modern Australian office lounge with cream armchairs, laptop showing a partnership document, native banksia and a golden-hour city view.
Usage: Corporate partnership page · LinkedIn organic + Ship 5a launch 5 · CSR one-pagers
Channel affinity: linkedin
Compliance note: AASB 124 related-party disclosure required if partner is a related party
Room C
honey-gold · cream · sage · soft peach
A warm sunlit Australian kitchen with hands folded over an unopened envelope, a mug of tea and yellow wattle wildflowers — the moment financial pressure lifts.
Usage: /free-debt-help-terminal-illness · Ship 5a launches 1 + 3 (Google Ads C + Meta C)
Channel affinity: google_ads,meta
Compliance note: Composite disclaimer required. Adjacent-interest Meta targeting only (never direct terminal-illness).
Room D
sun-warmed cream · terracotta · sage · gold
An Australian farmers-market stall with jars of honey, native flowering plants, a supporting-local-causes chalkboard and a hand exchanging a coin.
Usage: Community donor page · Facebook & Instagram organic · newsletter · point-of-sale round-up campaigns
Channel affinity: organic_social,meta
Room E
warm cream · deep emerald · aged brass · amber
An Australian sunroom writing desk with a fountain pen, open sepia photo album, dried lavender and a legal pad reading for the ones who come after.
Usage: /bequests-and-legacy · Ship 5a launches 2 + 4 (Google Ads E + Meta E) · solicitor pack · will-writing partnerships
Channel affinity: google_ads,meta
Compliance note: RG 96.62 hedge required on every bequest/tax claim.
Room F
warm cream · forest green · oxidised bronze · timber
A refined Australian meeting library with impact reports, theory-of-change notes, a carafe of lemon water, and a professional silhouette by tall windows.
Usage: Foundation partnership page · funding applications · grant one-pagers · philanthropy sector LinkedIn
Channel affinity: linkedin,organic
Room G
warm cream · aged gold · forest green · amber
A private Australian study with two cream armchairs, tea cups, chrysanthemums, a leather portfolio and open French doors to a sandstone-walled garden.
Usage: Major-donor page · Ship 5a launch 5 (LinkedIn B+G) · founding-donor deck · confidential advisory outreach
Channel affinity: linkedin
Room X
warm cream · sage · soft amber · deep aubergine
A quiet Australian home writing nook with a handwoven throw, open journal, mug, river stones and a single white frangipani — the sanctuary where stories are held.
Usage: Beneficiary-story page (composite retirement) · stewardship layer · consent-capture flows · impact reports
Channel affinity: organic
Compliance note: NO identifiable person may ever be depicted. Beneficiary-depiction guardrails apply. This is a symbol-only hero.
See also: /beneficiary-depiction-guardrails · /brand-editorial-charter · /image-style-guide