Powering the purpose of nonprofits

When this project began, Amplify Alliance Australia was known as Jobs Australia, a misleading name for a peak body representing nonprofits in the community services sector.

Without a clear positioning or an overarching narrative connecting their communications, few people including many of its members, fully understood what it did or stood for. It was an identity crisis of sorts.

Working with Think Ahead Consulting and Now Next Brands, we rebuilt the brand from the ground up.

We developed a new proposition, renamed the organisation, created a new tone of voice and visual identity, and we wrote key messages for each of its services.

The final deliverable was a set of guidelines that equipped staff to capture the new brand across posters, brochures, eDMs, social media, at events and wherever they needed to tell their story.

The project crystalised the organisation’s purpose and positioned it as a thought leader and catalyst for change in the sector.