Vision Australia And Designworks Unveil New Brand Identity

Vision Australia And Designworks Unveil New Brand Identity
SHARE
THIS



Vision Australia, Australia’s largest provider of disability services to people who are blind or have low vision, has launched its new brand to demonstrate the organisation’s commitment to putting its clients at the centre of everything it does.

Strategic brand and design agency, Designworks, was appointed earlier this year to shape Vision Australia’s brand strategy and positioning, full identity development, and architecture with the comprehensive rebranding programme taking around eight months.

Unveiled this week, the new brand expression evokes the idea of linking Vision Australia’s clients staff, volunteers, donors and community together in a way that benefits people who are blind or have low vision.

The rebrand also includes a new tagline, Blindness. Low Vision. Opportunity.’ and is supported by a social media presence.

Vision Australia_Designworks_3

James Sterling, creative director, Designworks said, “Refreshing the Vision Australia brand required creating a brand identity that was both easily accessible for people who are blind or have low vision and better represents the passion, commitment and exciting transformation the organisation is undergoing to improve service provision and support for its community.

“The key to the success of this project was the willingness of Vision Australia to fully integrate us into their organisation. 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.”

Megan McAlpine, chief marketing officer, Vision Australia, said the new brand expression heralded an exciting way forward for Vision Australia, at a time when the not-for-profit industry and funding models were under significant pressure and it was critical that Vision Australia drive brand awareness and differentiation from other disability service providers and charities.

“Our new look was developed to address a number of challenges,” said McAlpine. “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 makes us stand out from the rest.

“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.

“Additionally our new tag line ‘Blindness. Low Vision. Opportunity.’ tells people what we do and showcases what we deliver. We are extremely excited about the new brand expression and the story it represents.”

Sterling continued, “Everything about the new brand identity meets best practice standards and therefore needed to be both easily accessible for people who are blind or have low vision and highlight the organisation’s ability to link all its key stakeholders together.

“The colours of yellow, navy and white are high contrast and provide best visibility for the people with vision impairment, additionally the font – sans serif – is spaced to aid legibility and most importantly the whole identity is simple so will be clear even on the smallest screen or mobile device.”

The new Vision Australia Seeing Eye Dogs logo and Vision Australia Radio logo also have the same illustration as the Vision Australia logo.

 

Please login with linkedin to comment

Finnair vision australia

Latest News

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office
  • Uncategorised

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office

Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays.  Of these, Western Australians are the most confident, with 73 per cent of those who […]

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]

Splendid Promotes Mel Johnstone To Partner And Expands To The UK
  • Advertising

Splendid Promotes Mel Johnstone To Partner And Expands To The UK

Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth.  Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team.   Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]

TikTok Appoints VMG Digital As Global Creative Marketing Partner
  • Media

TikTok Appoints VMG Digital As Global Creative Marketing Partner

VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer
  • Advertising

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer

Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]

Simply flat lay design winner or champion gold trophy cup isolated on pink pastel colorful background. Victory first place of competition. Winning or success concept. Top view copy space
  • Media

Playground xyz And Are Media Win Inaugural IAB MeasureUp Awards

IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]

Stockland Partners With Jules Sebastian For Virtual Recipe Series
  • Marketing

Stockland Partners With Jules Sebastian For Virtual Recipe Series

Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]

Asian Youth Culture Agency PUSH Opens Sydney Office
  • Advertising

Asian Youth Culture Agency PUSH Opens Sydney Office

The Shanghai-born and Australian-owned creative agency, PUSH announces today the launch of their fourth creative studio in Sydney, Australia. PUSH are the leaders of culture-shaping content with a focus on Asian youth culture, skateboarding, music, fashion and gaming.