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Australian Diabetes Council 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Australia
Industry/Sector: Foundations, Non-Profits, Institutions, Healthcare
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
As the third oldest diabetes charity in the world, Australian Diabetes Council (formerly, Diabetes Australia-NSW) has been working for over 70 years to provide vital support to the largest diabetes member base in the country. As a 60 per cent self-funded charity, Australian Diabetes Council relies heavily on the support of their members and supporters to provide this support.

Challenge
Diabetes is to health, what climate change is to the environment. A local and global epidemic and a UN Priority, Type 2 diabetes is Australia’s fastest growing chronic disease. One person is diagnosed with diabetes every seven minutes and it is estimated that by 2014, 4.5 million people will be affected. However, despite these staggering figures, diabetes remains widely misunderstood.

In addition to the global health challenge, the Australian not-for-profit market presented an enormous and sophisticated competitive set – a large number of which are operating within the health sector. To become distinctive and engaging amongst this group, Australian Diabetes Council needed to adopt a more consumer-facing role to be considered a competitor for the donor dollar.

Strategy
To respond to these challenges the strategy recommended a name change to reflect the charity’s credibility and purpose – from the bureaucratic and geographically confusing Diabetes Australia–NSW, to Australian Diabetes Council.

The new brand mark expresses unity, community and the progressive nature of Australian Diabetes Council. The kaleidoscope of shapes represents the diversity of the diabetes community and the wide range of education and advocacy products and services Australian Diabetes Council provides.

The brand promise of ‘an everyday mentor’ was developed to cultivate a more symbiotic relationship with members. This positioning prompted the development of the tagline “a shared voice for diabetes” which provides a platform for advocacy programs and a greater sense of community.

Result
Australian Diabetes Council successfully launched the new brand during national Diabetes Awareness Week 2010. Initial internal and external feedback has been overwhelmingly positive with the new brand identity establishing a more cohesive team internally, and a much clearer and consistent message for members.


Credits:

Client: Australian Diabetes Council Credits - www.australiandiabetescouncil.com.au

Brand Strategists/Designers: Doppio Design - www.doppiodesign.com

Strategy Director: Samantha Heron
Creative Director: Mauro Bertolini
Designers: Amber Kadwell and Ali Ozden
Creative Services Manager: Rachel Gavin
Account Service Director: Melissa Bertolini


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