The Brand Agency, Perth launches new campaign to reposition and broaden the MSWA brand
MSWA, a long-standing client of The Brand Agency Perth, is well known for its Mega Home Lottery. But providing services and support to Western Australians living with a neurological condition is at the heart of the organisation.
Consumer research determined that MSWA was narrowly defined, with a focus on Multiple Sclerosis resulting in a need to reposition the master MSWA brand, expanding its definition and strengthening emotional attachment. Through a collaborative strategic and creative process, a refreshed corporate strap-line was agreed, and a long-term creative brand platform developed.
The broadening of the brand remit was articulated with the new strap-line – ‘MSWA. We know neuro’ – while the brand platform was built out under the ‘We are ready’ banner.
“The We are ready platform is one of confidence. The size, history, experience and scale of MSWA means that anyone with a neuro condition in WA is never alone. Together, with MSWA at their side they are ready to take on their life ahead. When we landed on the ‘We know neuro’ line, there was a moment of clarity, how three words can say so much,” explains The Brand Agency, Head of Account Management, Brendon Lewis.
The refreshed brand will be brought to life from this month through paid channels including cinema, television and social.
But more importantly, it has been enthusiastically embraced by over 800 MSWA staff members across the state, who are energised by what the new strategy says about them to the world. As part of the launch, The Brand Agency will also deliver a completely new corporate website, mswa.org.au.
Paul Cavanagh, General Manager Brand, Marketing & Sales, MSWA said “I am personally thrilled with the way this has come together, and very proud to be a part of what will be a strong platform for our brand in the years ahead. I know this will do well”.
MSWA
General Manager Brand, Marketing & Sales: Paul Cavanagh
Brand & Communications Manager: Libby Cassidy
The Brand Agency
Executive Creative Director: Marcus Tesoriero
Head of Art: Nathan Teoh
Art Director: Paulina Hobbs
Copywriter: Annaliese Sullivan
Strategy Director: Hannah Muirhead
Head of Design: Daniel Agostino
Designer: Emma Lilliman
Head of Account Management: Brendon Lewis
Account Director: Ruby Broun
Production Company: King Street and Sandbox
Executive Producer: Katie Trew
Agency Producer: Caitlin Baird
Sandbox Producer: Maria Elena Amatulli
Director: Ben Young
DOP: Mick McDermott
Offline Editor: Robert Woods
Online Editor: Jaemie Manners
Composer: Robert Stephens
Sound Engineer: Brad Habib, Soundbyte