Drummond Street Services is a non-profit community organisation co-creating services together with diverse communities and a lived experience workforce across Melbourne and Australia.

With a vision of social, physical, emotional, relational and economic well-being for all, Drummond Street Services offers a diverse range of services, through many sub-brands, to not only support people on a grassroots level but to also conduct research and advocacy activity that creates policy change and improves access to the resources, skills and connections.

With an ever-growing brand portfolio, Drummond Street Services needed to help people, both internally and externally, understand its different services, how they are connected, and who needs them most.

We collaborated with Drummond Street Services to align its brands visually, as well as strategically, in a way that still allowed flexibility and community ownership but was united in vision, boldness and audience focus.

We re-developed the brand foundations to clearly articulate what wellbeing means at Drummond Street Services and how it is achieved, and we shifted the focus of the brand framework from an organisational one to match their work’s focus on community, impact, and human-centredness.

This then informed a new brand architecture strategy and audience-centred communications plan that could better align and express all of Drummond Street Services, as they expand and respond to community needs today and in the future.

BRAND STRATEGY
BRAND ARCHITECTURE
MARKETING & COMMS STRATEGY

1:1 interviews with Drummond Street Services community members, partners, stakeholders and staff from different services

Community survey to uncover expectations, experiences, and gather wider feedback

Reviewing all sub-brand communications

Desktop research into the competitive landscape, best practice case studies, and making sense of where we fit in and why

Mapping sub-brand services and learning how different audiences organise them

Synthesising findings to facilitate discussion on themes, opportunities, and tensions

Audience profiling and messaging activities to clarify who to communicate with, how and why

Prototyping brand architecture with the team for feedback

Feedback sessions to further explore and refine our recommendations

A single-minded, clear and human-centred strategic brand framework, including vision, mission, values and positioning statement

Brand architecture approach to assist with purpose, structure, naming, design and communication

Audience-focused key messaging plan anchored in audience needs and expectations

A community inspired and driven communications plan for priority brands