We started with extensive research into their diverse audiences – staff and researchers, supporters and donors, funders, industry partners and the wider community. We found that while supporters love them to the ends of earth, the wider community in Hunter New England region do not always know them or what they do, making it difficult for them so see how HMRI can be relevant to their daily lives. It was clear that HMRI needed to appeal not only to those that have been touched by illness, but also those who have not – the younger and healthy population.

The point of difference for HMRI was their incredible connection with community and their down-to-earth attitude of doing business. They were known among industry partners and funders as more willing to ‘get s*%# done’ to tackle the biggest health concerns of our time, without big egos.

We developed the single-minded proposition of ‘we’re taking healthy further’ - the strategy talks to an organisation that is taking research out of the lab and into real life to improve the lives of the local community.

It’s also a reflection of their ambitious vision to create the healthiest million people on the planet.

HMRI’s in-house marketing and creative geniuses Mike Collins and Mick Newton brought the strategy to life via a spectacular brand evolution in-line with the brand positioning of curious, down to earth, trail blazers.

The new brand pays homage to the HMRI legacy of being trusted, rooted in scientific research yet connected to the community.

The brand launched on 1^st July with a giant mural by Brett Piva on their headquarters, bringing the brand to life in powerful and impactful way, with a campaign launching soon.

We also conducted creative testing with community as well as brand challenge workshops with staff to build ownership and help them walk the talk.