An organisation rebrand to preserve a legacy
The Dunlea Centre had not taken the required intellectual property action early on and unfortunately came up against a competitor who used and registered the same operating name, Boystown. This competitor was a lottery agency who was highly active in digital marketing and direct mail marketing, which began to directly effect the brand strength and effectiveness of brand communications for the Dunlea Centre. The challenge was to rebrand to the Dunlea Centre and manage the entire creative and strategic process.
Over and above the broader brief was to create a brand that delivers against the services of the Dunlea Centre, and carries with it the same household values that Boystown has been doing since 1939 – but to now include girls!
Dunlea Centre provides family and individual therapy, academic and life skills education, and residential care for both boys and girls.
Family Preservation and Restoration is the focus of the Dunlea Centre’s program. Dunlea Centre is also an out of home care service and students live-in from Monday to Friday, thus allowing the children and their family some space to bring about necessary changes.
Dunlea Centre has undergone many changes over time as it has continued to respond to changes in society and the emerging needs of youth and families. In 2010 responding to the community need for a residential girl’s unit Boys’ Town Engadine became Dunlea Centre and established the Margaret unit to also help young ladies in need. Today as Dunlea Centre it is a comprehensive service to adolescent children and their families who are at risk of family breakdown, but who want to restore their relationships.
A comprehensive rebrand of all physical and digital touchpoints, also including a strategy to enable client-side autonomy and self management of brand and marketing assets.
The rebranding strategy for the Dunlea Centre was to not only create a new identity, but to also challenge the old stereotypes of what this Catholic institution provided to society. The challenge was to also hold on to the values and brand equity that Boystown had become a household name for.
A series of brand strategy workshops engaged key brand stakeholders, and all discovery and formal takeaway was then presented to the board of directors for formal approval.
The solutions came as new brand identity, brand handling guides, communications strategy, creative direction strategy, digital strategy and strategic marketing campaigns.
A complete relaunch of the brand and business, supporting them all the way to their recent 80th year birthday celebrations!
Dunlea Centre is now operating across both print and digital channels with its new identity, there are the resources and systems in place to capture data, measure brand value and marketing campaign effectiveness. Dunlea Centre is now a charity that is competitive in the charity and NFP sector, one that is very different to the landscape it launched in back in 1939.