GO Foundation

The GO Foundation creates opportunities for Indigenous youth by providing scholarships to public & independent schools and universities.

  • Project

    Full-service Digital Consultant

  • Client

    GO Foundation

  • Partner


Open Project

Rebrand and relaunch GO.

In 2016, Adam Goodes’ and Michael O’Loughlin’s GO Foundation was struggling to expand in a crowded not-for-profit market. With a new CEO and a renewed passion, GO set out to rebrand and relaunch itself in the Australian market, focused on a new stage of growth.

Before After

Assess the existing website and improve it through a user centric lens.

GO engaged Ident to undertake a full rebrand of their visual identity.

I worked with Ident to design and manage their new digital identity. To do this, I completed a full appraisal of the existing website and proposed a new design that would transform for different devices and scale as the foundation grew.

In the appraisal, I established that the existing content was not fit for purpose, as it didn’t tell the user enough about their work. I guided the discovery of a new information architecture (IA) which informed the copywriting for the new site.


A fit-for-purpose website and a continuing design partnership.

In March 2017, I launched a completely redesigned website for the GO Foundation which has received glowing reviews from their corporate partners, donors and students. The new website led to a significant increase in donations and stakeholder engagement, with associated work (email campaigns (EDM), social media campaigns) all targeted to direct traffic to the website.

Four years on, I continue to support and maintain GO’s digital identity, including updates to the website, management of their EDM campaigns, staff training, and advice on social media and digital aspects of events. I also manage the application of the brand created by Ident, with frequent print work for events and campaigns.


"It is always a pleasure to work with Tobias and he has become an integral part of the GO team."

The GO Foundation has worked with Tobias in a professional capacity since September 2016. During this time Tobias has created and designed our website and EDMs, designed merchandise and event collateral and managed backend integration and maintenance between our website and other external systems including payment and marketing systems.


Tobias has always been highly professional and has provided a high level of service to the GO Foundation. His creativity and design concepts are contemporary, clean user-friendly, and have received very positive feedback from all level of stakeholders including donors, students and community.


Tobias is able to provide out-of-the box thinking to both design and systems-related issues and is always willing to accept feedback and have robust conversations to get to the best result. He is also never too attached to an idea to start over to get to a better solution.


It is always a pleasure to work with Tobias and he has become an integral part of the GO team. I have no hesitation in recommending him and would not hesitate to employ him if the opportunity ever arose.

Shirley Chowdhary
CEO, 2016-2021 (January)