Objectives
- To rename Schizophrenia Fellowship of NSW to better reflect the organisation and its services (all mental illness, not only Schizophrenia)
- To consolidate 82 services with different names and brand identities under the one brand architecture
- To create a strong and powerful brand that would connect with consumers and carers and support advocacy
- To prepare for changes to the National Disability Insurance Scheme (NDIS)
- To develop the brand identity, including brand story, name, logo, tagline, vision, mission, key messages, style guide and brand architecture
Strategy
- An extensive, collaborative and considered process was undertaken to define the new direction of One Door, including: Board consultations, stakeholder consultations, staff surveys, facilitated workshops, brainstorming sessions and presentations to management
- The organisation’s name was changed to One Door Mental Health and the brand strategically developed to honour the organisation’s history and to take the organisation into the future
- Through the process a new direction was established for organisational values, mission and vision, key messages, key focus areas, which led to the creation of a new brand identity
- The voices of staff, consumers, carers and advocates were used to create relatable brand ambassadors and ensure integrity
Results
- Successfully renamed and rebranded the Schizophrenia Fellowship of NSW to One Door Mental Health
- Engaged all internal stakeholders in the journey to a new brand
- A fresh brand reflecting One Door’s offering, positioning and dedication to the future
- All new collateral: corporate collateral suite, business cards, report templates, brochures, information sheets, stickers, invitations, posters, flyers, pull up banner, media wall, merchandise
- All new digital assets: website design, PowerPoint templates, EDM templates, launch video
