National Breast Cancer Foundation unveils brand strategy via FutureBrand
The work for NBCF comes as a pro bono commitment from FutureBrand Australia.
The National Breast Cancer Foundation (NBCF) has partnered with brand design agency FutureBrand Australia to develop and deliver a brand strategy in support of the foundation’s vision of zero deaths from breast cancer.
In support of this vision, the new brand strategy developed by FutureBrand will inform and inspire the NBCF's marketing, communications, and digital initiatives. The strategy rollout commenced earlier this year as part of the NBCF's 30th anniversary.
The work from FutureBrand Australia, a B Corp Certified organisation, is a pro bono commitment designed to help the organisation better leverage its brand for social and environmental outcomes.
The news follows NBCF's appointment of VML earlier this month.
NBCF director of digital technology, Andrew Bachelard, said: "A distinctive and compelling brand is essential to help us fund more world-class research towards our vision of zero deaths from breast cancer.
"We wanted to ensure that the new brand definition incorporated our values, as they are lived and experienced internally, so that the whole organisation speaks with a powerful and consistent voice driven by an inspiring brand idea," he said.
Andrew Bachelard
The leading media trade publication in Australia.
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FutureBrand developed its position via a series of interviews, co-creation sessions and employee surveys. According to the agency, this was instrumental in helping not only to craft a strategic direction for the NBCF, but to put together a roadmap to guide its implementation.
This further extended the brand strategy to identify the strategic roadmap that will enable its implementation, from brand architecture to brand identity, brand experience, brand training and beyond.
FutureBrand Australia CEO Rich Curtis said: "When you work with an organisation with as strong a purpose as the National Breast Cancer Foundation, it becomes all the more important that it shows up in the everyday experience.
"That's been our focus for engaging with people across the organisation, marketers and non-marketers alike, to develop a revitalised brand strategy that is credible in how it aligns with the foundation's values – and incredible in how it enables those values to be even more impactful, both inside and out."
