Australia’s largest not-for-profit organisations that empowers researchers to identify ways to treat, prevent and cure multiple sclerosis (MS).

Challenge

In 2021, the Boards of both MS Research Australia and MS Australia – the national advocacy body for Australia’s community of people affected by MS – chose to transition the MS Research Australia brand into MS Australia, combining the collective power of both organisations into a greater, stronger entity.

The challenge was to clarify and confirm future presentation of the MS Australia brand incorporating the MS Research Australia function, and by doing ensure current brand equity, reputation and goodwill were transferred to MS Australia. The renewed structure needed to provide a brand governance framework that created a clear decision-making process to minimise potential for brand disruption during the transition, consistent with strategic ambition, vision and values.

Approach

  • Desk research
  • Stakeholder depth interviews
  • Internal workshops
  • External workshops with key stakeholders
  • Insights distillation
  • Transition strategy recommendations
  • Brand positioning
  • Brand articulation & narrative
  • Tagline development
  • Brand guidelines
  • Template development

Outcome

The organisations amalgamated in late 2021 under the MS Australia banner. Concurrent with this was the launch of a new tagline born out of the refreshed brand strategy – Research. Advocacy. Cure.

The new tagline speaks to the journey and mission of the newly amalgamated entity, instantly communicating the purpose to not only seek pathways for treatment and prevention of MS, but also the advocacy undertaken with government and community on behalf of people affected by MS.

Value

"Working collaboratively with the BrandMatters team on the development of our new brand identity was a rewarding and productive experience. They took the time to understand the nuances of not just our organisation but that of our member organisations. This was integral for the project, and they really 'got us'. We are thrilled with the outcome of the strategic brand work."

Head of Communications, Marketing and Operations, MS Australia