Sydney’s Royal Hospital for Women Foundation has strengthened its commitment to transforming the lifelong health of women and newborns, rolling out a major brand refresh.
Among the changes is a powerful new value proposition; For women, for better, developed in conjunction with Frost Collective, to touch on the social inequities faced by women in accessing healthcare.
Foundation general manager Elise Jennings said it’s an issue women around the world deal with every day.
“There’s a tendency for women’s health to be underfunded, under-discussed and under-recognised,” she said.
“Women deserve better, and for 150 years, The Royal has advocated for and delivered a higher standard of care.
“It was important for us to be able to reflect that in a way that cuts through”.
Frost senior brand strategist Lucinda O’Brien said they took great pride in collaborating with The Royal to develop an updated strategy and messaging.
“From the beginning, it was evident that conveying the humanity, the impact, and the innovation at the hospital, as well as the foundation’s role in driving progress, was crucial,”
“Together, we crafted a compelling brand story, value proposition, key messaging, and tone of voice for the foundation,” she said.
The refresh which also identified the key messaging pillars of equitable care for women, authentic experiences and representing The Royal as a clinical leader in women’s health reflects the Foundation’s desire to ensure it is seen as bold and modern while also celebrating the heritage of the brand.
While the design work was carried out in house, Jennings thanked Frost Collective for the significant investment in the strategy and messaging, which was mostly done pro bono.
“Being a charity, we are conscious of controlling expenses. The support of Frost Collective has helped strengthen how we communicate the purpose of the foundation and the importance of women’s health,” she said.
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