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The Challenge
The Family and Children’s Policy Office resulted from a
progressive initiative by the West Australian Government to provide
a whole of government focus to protect the needs of families and
children. Our task was to recommend how the Policy Office should be
branded and positioned so that it could develop an assertive
identity in its own right, and also facilitate partnering with
other government departments and organisations where necessary.
The Approach
The basis of our strategy was a dual branding approach:
- The Policy Office should adopt an authoritative, yet
understated identity
- There should also be a related promotional brand, ‘FamilyOne’,
which could have multifunctional use. This could develop as the
vehicle to brand successful outcomes and partnering arrangements,
and could be ‘owned’ by other government agencies and supportive
external organisations.
The Outcome/Benefits
- The Policy Office was able to gain respect and support from
other government departments and associations
- The distinctive visual brand provided the tools to enable a
multi channel communication strategy
- The FamilyOne brand captured the imagination of government and
the community, and has been used extensively.
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