Traditionally a relatively low profile organisation, TCCP viewed the NDIS as a chance to market its services to a wider audience who needed help with a broader range of disabilities. We were asked to develop a new name and a fresh brand that would broaden the organisation’s reach beyond Cerebral Palsy.
As a member-based organisation, it was very important to consult as much as possible. Bringing stakeholders on the journey to a new name, tagline and brand without offending or patronising was a critical success factor.
After consultation with the organisation and its key influencers, the name Ability Centre was chosen. This shift away from a diagnosis-oriented name to a more aspirational one was key to enabling the organisation to move in a new direction. We decided to keep the existing tagline as descriptive of the cause as possible to support the transition: Leaders in disability, specialists in cerebral palsy. We also developed an aspirational campaign slogan: Dream Drive Determination. To differentiate Ability Centre from its competitors, a positive, confident and engaging brand with energetic typography, hand drawn elements and human-oriented photography was created. We celebrated the launch of the brand with staff, service users and their families at an outdoor screening of a family-friendly movie, where we asked people to write their dreams onto branded paper, fold into a paper plane and watch them soar. This event was an exciting start to the roll out, attracting over 400 people of all levels of ability. We then launched the name and brand publicly to important decision-makers and influencers in the industry.
In just eight weeks, we named the Ability Centre and designed and produced an impressive range of branded materials. From stationery, to complex marketing documents, from lollipops to the website, every part of the organisation was re-branded.The result was worth the effort. The Ability Centre now has a brand that can take it into the future.
Kellie Hasluck and Clarity Communications have provided the branding expertise and leadership. But what they have provided all of us at Ability Centre is much more than professional knowledge, it is the dedication and commitment to understand what we do and 'who we are' that has enabled us to become Ability Centre and all that it encompasses.
Judy Hogben, CEO, Ability Centre
Am sure Kellie has given you an update, but just wanted to let you know that our 'launch weekend' has been an overwhelming success. The event last night was attended by just over 400 people and everyone had a great time… I know we've still got plenty on our list to do with your team, but thought you would like to know that all the hard work and long hours (I know I've traded emails with each of you post 9pm at some point) has paid off. Keep up the great work.
Daniel Barker, Marketing Manager, Ability Centre