The Skin and Cancer Foundation had been at the centre of dermatology in Victoria for over 30 years. Envelope’s brief? Change the name and create a new brand identity that builds on the Foundation’s legacy and embraces its future.
Global research of like organisations revealed during the stakeholder research is conducted to understand dermatology’s communications landscape. Best practice examples are identified and presented to the Board in Envelope’s report which recommends a new name — Skin Health Institute.
A clear positioning also emerged from the research on which the brand story is built, voiced by this Institute’s own remarkable people.
Envelope conducted comprehensive face-to-face research and a series of interactive workshops to engage the Foundation’s many stakeholders. With input from nurses, doctors and patients, to biotechnology institutes, charities and hospital partners — Envelope develops a deeper understanding of the sector and the mood for change. Importantly, as a membership based organisation, Envelope consults further to garner support for change.
The foundation’s thirty year history reveals some truly heart warming stories describing life changing and in many instances, life saving treatments.
The new visual language references the science, rather than wellness — addressing stakeholder concern to draw clear distinctions from the beauty industry. Brand ambassadors are photographed and combined with actual quotes collected from Envelope’s research.
Envelope provides an extensive suite of marketing resources, demonstrating potential opportunities to grow community: by platforming the Foundation’s stakeholders in every aspect of its output.
A comprehensive brand toolkit gives each member the resources to develop a broad range of physical and digital communications. The toolkit highlights the key values and characteristics of the organisation, as well as practical advice for using the brand identity in everyday situations.
Everyday brand touch-points are brought inline with the new identity. Supplied guidelines allow the organisation to prepare materials in-house, or develop templating where required.
Finally, the identity is brought to life at the Institute’s Melbourne headquarters with confident internal and external signage.
Envelope was chosen from a list of specialists for its innovative approach with previous clients, and the allocation of the principal Ty Bukewitsch to personally run the project. Envelope led a detailed consultation with our stakeholders — the new brand and name did not disappoint.”
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