Problems and Opportunities
› Charitable donations under increasing competition
› Shake off old Deaf and Dumb School mentality
› A name aligned with providing services in NSW and QLD

Creative Strategy
Deafness is not a barrier, deaf children can enjoy everyday and educational experiences all children enjoy. The new brand is life-affirming, inspirational and positive with a brandmark inspired by the allure of kite flying – a simple pleasure that can make every child’s spirit soar. Blue sky imagery was also used to support this theme. The brand was launched with a kiteflying day, which has since become an annual event.

Outcomes
The strategic and creative process helped the organisation redefine itself – its ideals, values and what they wished to stand for. The brand successfully repositions the organisation away from any ‘institutional’ perception and has helped to differentiate it from many other not-for-profits.

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