The Australian Indigenous Psychologists Association brand needed to evolve from a volunteer led organisation to an industry leader to attract funding and drive future revenue growth.
We used market research to develop target audience personas and found AIPA’s members valued like-minded connection and knowledge exchange, whilst Government funders wanted to support organisations who had a trusted brand, proven results and were collaborative.
Following our gutsy brand strategy process, we worked collaboratively with AIPA’s CEO and board in strategic workshops, we developed AIPA’s singled-minded proposition: to lead the decolonisation of psychological practice and culturally responsive services.
Setting the brand apart was key in a sector where funding is never enough and highly competitive. We helped AIPA articulate their unique point of difference. AIPA are growing the capacity of the psychology workforce to ensure psychological care for Aboriginal and Torres Strait Islander people is safe, accessible and culturally informed. Four super sharp key messages supported the proposition as part of the brand messaging matrix.
Next, the visual identity and logo. AIPA’s unique branding device, the healing circle was developed by Artist, Jeremy Worrall, a Gomeroii/ Ngarabal man. Retaining this distinctive brand asset was key to build on existing brand awareness.
Around this, we evolved the logo, font and imagery to be more professional, modern and clean, to help the brand align with and communicate AIPA’s leadership in the sector.
We rolled the new brand out across a suite of branded applications including postcards, t-shirts, tote bags, social media post templates, reports, zoom backgrounds, stationery and PowerPoint templates. All with helpful brand guidelines to keep it on point.
We also developed a communications strategy with a clear action plan to grow awareness with psychologists and position AIPA as an industry leader.
The brand has just launched and AIPA is growing it's reputation as the leading provider of Cultural Responsiveness Training for psychologists nationally. We are already seeing growing demand for AIPA’s services as the re-brand has raised their profile as a leading and influential peak body, which is growing fast.
Brand design: Gabrielle Wood
