Media Release: Business community shows up for refugees

Media Release, Thursday 22 October 2026

At a time when we are seeing a rise in fear and division, one Australian business is showing what it means to welcome people seeking asylum.

The Asylum Seeker Resource Centre (ASRC) has today unveiled a bold new brand identity, developed through a pro bono partnership with leading Australian branding agency The Key who approached the organisation to offer its expertise and support.

The partnership is a powerful example of the Australian business community putting its values into action, investing professional expertise, creativity and resources to strengthen an organisation that has spent 25 years working alongside refugees and people seeking asylum.

The Key worked closely with the ASRC to develop a new identity that reflects the organisation’s growth from a small, community-run foodbank in Footscray into one of Australia’s leading refugee and human rights organisations.

The new branding retains the sense of welcome that has defined the ASRC since its beginnings, while bringing greater strength, energy and visibility to its work supporting people seeking asylum and advocating for their rights.

Importantly, this transformation has been achieved with minimal cost to the organisation. The brand development was provided pro bono by The Key, with most redesigned materials produced internally and other business partners contributing services at no cost or significantly reduced rates.

The new identity was developed following extensive research and consultation with ASRC supporters, volunteers, clients and people with lived experience of seeking asylum, ensuring the organisation’s new look reflects the communities at the centre of its work.

The launch comes as the ASRC celebrates 25 years of providing vital food, healthcare, housing, legal assistance and employment support, while advocating alongside people seeking asylum for justice and lasting policy change. To maintain their independence and ability to advocate strongly for change, the ASRC continues to accept no Federal Government funding – making the contribution of businesses like The Key essential to its work.

The ASRC’s new brand identity can be seen here: https://asrc.org.au/newlook

Kon Karapanagiotidis, CEO of the Asylum Seeker Resource Centre said:

“At a time when politicians are trying to turn Australians against refugees and migrants, businesses like The Key are showing us the Australia we know and believe in. An Australia where people look out for each other, where everyone deserves dignity and safety, and where we use what we have to make a difference.”

“For 25 years, the ASRC has been powered by ordinary people, volunteers, community groups and businesses who believe that everyone deserves a fair go. Our new brand reflects the strength of that movement and the courage of the people at its heart.”

This partnership is proof that there are businesses and people right across Australia who want to be part of building a more compassionate country.”

Sarah Williams, Creative Director at The Key Branding said:

“We really believe in the work and the values of the Asylum Seeker Resource Centre, and in a world with populist politics that’s really driving a lot of xenophobia, we felt it was really important to be on the side of compassion and inclusiveness. We wanted to do something that would have an impact, so we decided to offer the ASRC our services.” 

“Our main aim was to refresh the ASRC brand to truly reflect what the ASRC stands for. This involved balancing strength, tenacity, and fearlessness with the care, hope, and empathy that we felt so strongly when we visited the center.”

ENDS

For media enquiries or interviews, contact:

Natasha Blucher on 0412 034 821 or media@asrc.org.au