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CHeBA Case Study

The challenge

The Centre for Healthy Brain Aging (CHeBA) is a consortia research centre and part of the University of New South Wales (UNSW). It draws on research from other international research centres and combines the findings - the only centre currently doing this on an international scale.

CHeBA’s goal is to build a strong position for itself internationally. To set itself up for growth, the organisation needed help to make sense of its complexity and develop more singular, cohesive messaging to run through all CHeBA communications. It also needed to raise the profile of its Directors, and more effectively communicate and promote its core initiatives amid an increasingly competitive environment.

The process

BrandMatters started with desk research to define and understand the market and competitive context, audiences and environment, followed by in-depth stakeholder interviews with Directors and senior stakeholders to gain a deeper perspective of the organisation.

The key implications and recommendations for CHEBA were brought together in a brand insights report, which included high level architecture recommendations to assist CHeBA when developing and launching new programs and initiatives.

BrandMatters also recommended that the website be redeveloped to highlight the organisation’s key strengths, reflect the new messaging and effectively promote CHeBA’s identified core initiatives. BrandMatters worked with CHeBA to scope the new website requirements, create a website strategy and develop an updated sitemap and wireframe. This preparatory work has been completed and will be implemented by the UNSW Faculty of Medicine, as CHeBA sits within that website infrastructure.

The outcome

The refreshed organisational purpose, brand story and messaging is now consistently threaded through all communication, and CHeBA is being presented in a meaningful, engaging way for prospective donors and government funding bodies. CHeBA employees and researchers are engaged, inspired, and proud to be part of the organisation.

BrandMatters worked with us as a pro bono partner. They really helped us to form a much clearer understanding our organisation, our key strengths and our market, and guided us in how to use those insights in our communications. We really enjoyed working with the team and BrandMatters, and gained a great deal from our partnership.

Heidi Douglass, Marketing and communications officer for the Centre for Healthy Brain Ageing

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