MS Research Australia was the national entity empowering researchers to identify ways to treat, prevent and cure multiple sclerosis. MS Australia is the national entity that advocates on behalf of people affected by MS in front of government and other stakeholders. State-based MS organisations provide direct services to the community of people affected by MS.
With multiple aligned MS entities servicing the same community – albeit in different ways – confusion arose as to who provides what to whom.
In 2021, the Boards of both MS Research Australia and MS Australia chose to transition the former into the latter, combining the collective power of both organisations into a greater, stronger, national 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.
Our approach included qualitative research both internally and externally with members of the MS impacted community. This is turn emabled the development of a brand transition strategy that included the launch of a new tagline for the newly amalgamated entity.
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.
"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, MS Australia