Neami National
Rebranding one of Australia’s largest mental health services
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Brand research
Brand architecture
Brand Strategy
Visual Identity
Photography
Tone of voice
Brand research
Brand architecture
Brand strategy
Visual identity
Photography
Tone of voice
Neami National is one of Australia’s largest mental health specialists, with 1,000+ staff supporting over 30,000 people across the country every year. Neami are a powerful voice for change in the sector, advocating for policies which listen to lived experience and empower consumers with choice.
We worked with them on a research informed brand strategy, which underpins their new look and feel. Together we developed a fully accessible, best practice brand and tone of voice – which helps reflect Neami’s innovative approach to mental health and wellbeing.
Brand research to develop an evidence-led strategy
The program of work with Neami began with a thorough consultation phase, where we delved into their brand aspirations and immersed ourselves in their challenges and opportunities. This analysis from our consultation revealed the following strategic insights, which informed the brand strategy and design:
Neami’s brand architecture was fragmenting the brand and reducing its impact: The prevalence of sub-brands was overwhelming, creating a cluttered brand environment, where valuable resources were being divided across this array of sub-brands, and as a result, the Neami masterbrand was suffering.
Neami’s brand did not reflect the organisation’s scale or impact. The existing Neami brand was dated and lacked sophistication, and didn’t reflect an organisation of Neami’s scale or maturity. Importantly, Neami’s unique point of difference was not reflected in the brand.
Our strategic and creative team then took all of the research insights and developed a brand strategy for Neami, which better reflected the thoughtful, compassionate and sector-leading organisation they are today.
With a refined brand concept approved, our team undertook the significant task of applying the brand to practical templates and applications. This included everything from stationery and digital presentation templates, to reports, flyers, certificates, social media assets, appointment cards, e-newsletters, intranet reskins and a full video motion toolkit.
We also developed better brand governance and management tools to help address some of the key issues identified with the existing brand – including brand architecture frameworks and decision trees to reduce the prevalence of sub-brands; robust brand guidelines documents and a comprehensive brand voice guide.
