thebox and TOBY for Childhood Cancer receive international recognition for brand design

Busselton-based agency thebox has just gained a huge achievement in brand design.

TOBY for Childhood Cancer has received the Asia and Oceania Bronze award at the Best Brand Awards, while also earning the distinction of being the highest-awarded brand in Australia.

The Best Brand Awards is an international competition which recognises outstanding brand concepts and designs from all around the globe.

Each year, designers, agencies, and companies compete to highlight their best work, the contest saw submissions from brands from 30 different countries, across six continents.

“It’s a great honour, because we’ve been pretty fortunate in winning a whole range of awards, but it is the first for this particular award and it feels very good,” founder of thebox, Scott Robinson, said.

“To win this award for this particular brand that we are so passionate about, makes it all better.”

Founder of TOBY for Childhood Cancer, Ian Meachem, tragically lost his four-year-old son Toby to childhood cancer, this personal journey led to the creation of the brand.

The WA-based charity has a clear and heartfelt mission — to advance the immediate and lasting prospects of children confronting cancer.

This is achieved through contributions to research, the enhancement of opportunities for children undergoing cancer treatment, fostering community awareness, and offering vital financial support.

“Toby’s about filling some of the gaps that exist in the system that are really hard for the government and hospitals,” Mr Robinson said.

“Everybody’s trying very hard and everybody’s pushing to find cures to these things and to get the best facilities for kids that are unfortunately in these positions, but there’s still gaps to fill.

“It’s about raising the awareness of childhood cancers, it’s about getting people to donate and it’s about being able to find gaps in the systems that exist to try and make the life of the kids and families better, while they’re in hospital.”

Toby’s passion for nature and all living creatures is one of the main inspirations for the brand’s unique mark.

After Toby’s passing, Ian and his wife Tania began to see bees everywhere and it was as though Toby was checking in on them through messengers of nature.

“Our logo draws a huge amount of attention, it’s not often people will approach you in the street to say they like your T-shirt — but this logo inspires a reaction, an inquiry, a question — constantly,” Mr Meacham said.

“This logo nails everything we could have ever hoped for, and it has proven to be a massive part of why the charity has launched with such success and rapid recognition.”

This marks the third accolade for the TOBY brand, following its gold and best in show victories at the 2022 Summit Creative Awards, where thebox was celebrated as the top agency as well.