Vision Australia has undergone a major brand re-fresh in a bid to differentiate itself in the increasingly crowded not-for-profit sector.
The brand refresh by WPP agency Designworks comes following its appointment to the organisation, which offers support services for people with low vision or who are blind, earlier this year.
The new brand identity aims to link Vision Australia’s clients with staff, volunteers, donors and community in a way that benefits those who are blind. It is supported by the tagline: ‘Blindness. Low Vision. Opportunity.’
James Sterling, Designworks creative director, said the brand identity needed to be easily accessible for those with poor vision and also needed to represent the passion and commitment of the organisation.
“The key to the success of this project was the willingness of Vision Australia to fully integrate us into their organisation,” Sterling said.
“We attended inductions, visited Vision Australia centres across Australia and were fully immersed in the research process. By the time we finished the project just about everyone in the organisation knew who we were.”
He said the yellow, navy and white colour scheme worked together with the sans serif font to make the branding easily visible to people with vision impairment.
Megan McAlpine, chief marketing officer at Vision Australia, said the new brand was developed to address the company’s challenges and couldn’t have come at a better time, given the increasing pressure of not-for-profit to differentiate its category from other disability service providers and charities.
“Our research indicated that many people did not know about Vision Australia or our mission to support people who are blind or have low vision to live the life they choose, so we needed to have a look that made us stand out from the rest,” McAlpine said.
“Our new brand tells the story of how we put our clients at the centre of everything we do. We now stand out from other providers and charities and our new identity is easily translated across all Vision Australia branding platforms.”
The new Vision Australia Seeing Eye Dogs logo and Vision Australia Radio logo will share the same branding.
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