A case study with Westmead Institute for Medical Research
Creating a brand DNA, aspiration and direction for a not for profit organisation
The Westmead Institute of Medical Research (WIMR) needed to position itself as a smart investment for a variety of donors, funding bodies and other entities.
It also needed to create a clear & engaging purpose that is differentiated, meaningful and inspiring to internal and external stakeholders.
We had to start with understanding the brand purpose – why does WIMR exist? And how can that purpose drive the vision, mission and positioning of the brand to inspire and engage?
Research with internal and external stakeholders provided a background to the challenge but also where to head into the future.
A one day workshop with additional short, targeted workgroups refined and developed the brand tools
WIMR now has the following:
- A clear statement of purpose, vision, and mission
- A comprehensive Brand DNA on a page
- A clear set of values
- A manifesto and elevator pitch for helping with future messaging
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