Advertising
Design
Digital

Children’s Health Country Wide

Royal Far West

For nearly a century Royal Far West has connected Australian country kids to the developmental care they need and can’t otherwise access due to distance. Without Royal Far West, children experiencing untreated behavioural, psychological and communication issues fall behind at school and suffer social difficulties, and their families struggle to cope.

With enormous evolution in their services and significant organisational growth our task was to reposition and relaunch their brand.

Royal Far West’s role is as complex as it is invaluable, impacting the lives
of hundreds of thousands of people every year, in all sorts of ways.

But while its country-wide access to paediatric developmental care is unique, its brand purpose and communications strategy no longer reflected the scale and impact of its work.

Our brief was to create a brand and creative platform that reflected the modern Royal Far West, in order to raise awareness and drive donations.

Refreshed brand identity

A rigorous research phase informed the brand strategy and positioning. Once approved by the board we developed the new brand identity. Central to this was a tagline that succinctly explained Royal Far West’s services.

In parallel with the brand relaunch Royal Far West was building an impressive new headquarters, on the beachfront in Manly, NSW. We collaborated with the architects and interior designers to provide guidance and assets for the environmental design to ensure the daily lived experience of Royal Far West staff, their customers and supporters delivered on the new positioning

The moments that matter

In parallel we undertook detailed customer journey mapping, identifying the critical touch points and most potent moments to define brand perceptions. From there we re-architected and redesigned the website and eCRM framework.

The final task was the communications campaign to announce the new positioning to the world. An emotive 30 second film showed the power and impact that Royal Far West has on our most marginalised communities. The campaign was supported by print and digital media.