Inclusee offers a range of programs, and we crafted a structured system to name the existing programs and create opportunity for future program development. Using the concept of ‘it takes two to connect’, we used the ‘2’ element to build the program brand structure of ‘solution type + 2 + program identifier’. As well as this, the strategy for the social club sub-brands used the concept of ‘what are you into?’ combined with the ‘2’ element to create a sub-structure of ‘in + 2 + interest area’.
Developing two colour palettes, one for participants and one for volunteers, enabled Inclusee to clearly communicate to these different stakeholder groups and differentiate between the two visually.
Bringing the team on the branding journey was fundamental to this project, so we created Inclusee merchandise – t-shirts, wireless chargers, pins – to give to the team at the internal launch. We did what we call an ‘Inspiring Team Presentation’ where our Director Brand Strategy, Jack Perlinski, presented the new strategy to the team and invited them to come on the journey to implement the new brand and embrace the change. This included a workshop where every team member was taught to draw and tell the brand story in a succinct whiteboard diagram they can do anywhere – from boardrooms to the back of napkin.
The new brand has brought the organisation together with one clear vision and the ability to effectively communicate the who, what, when and why of their brand to every stakeholder. With a successful launch into the market including exposure across news articles and radio interviews, Inclusee has claimed their position in the market and are ready to expand their community.
Our work was recognised in an industry publication The Best Logo Designs Done by Australian Agencies. Read more about it here.
– Rachael Cook, Chief Executive Officer