Interchange Loddon Mallee Region is a disability support service with multiple locations across Regional Victoria. After a period of business growth, Interchange needed a brand strategy and brand design that accurately communicated their service offering and inclusive approach to support.
There had been an increase in comments regarding the brand's appearance, citing it as childish. On top of this a competitor in their market with a very similar name was receiving increasingly negative publicity. On several occasions Interchange had been directly associated with their competitor's bad publicity as a result of the confusion between business names.
Strategic planning for future growth coupled with plans for location development made it the perfect moment to address the issues and redevelop a brand that reflected the people and purpose of the organisation.
To understand why their organisation was different, Blunt worked with the internal marketing team and key stakeholders to conduct a significant amount of quantitative and qualitative research.
Blunt's research, market analysis and brand evaluation were the basis for the brand strategy and foundational in the path forward. Interchange's vision, objectives, and values of the brand were revised after studying Blunt's findings.
The research component unlocked key insights, exposing a lack of sophistication from a design perspective as well as communication – failing to speak to pain points and desires. Our brand strategy process allowed us to profile key audiences and derive an appropriate new name for the organisation that strategically positioned the brand correctly in the minds of the audience. The Lifely brand was born.
The new Lifely name is approachable, authentic and warming. The new brand mark symbolises care, inclusion and support.
The project scope included: