Mergers and acquisitions bring all kinds of opportunities and challenges to the table, particularly when the parties involved are well established brands and the disability sector is going through massive changes. We took these challenges as an opportunity to launch an integrated brand that would champion a “person centred” approach to put the customer, and their families, at the heart of the organisation.
Blending two established NFPs
When House with No Steps (HWNS) and The Tipping Foundation decided to join forces they not only brought together a combined history of over 100 years, but also two leading organisations founded by change makers. With names that stood for so much, a merger of brands, culture, and people was always going to be a big undertaking.
The goal? A new brand that connected with customers and help to grow a strong and united organisation that could best support its valued customers for the next 50 years.
Nurturing a common culture
Defining and creating a common culture in a time of substantial change is a difficult undertaking. To succeed it was essential that the newly merged organisation had a clear purpose, brand strategy, culture, and alignment.
In-depth research, with both internal and external stakeholders, made clear the organisation needed to explore a new name and powerful purpose to help unite it, and to make sure it stayed ahead of the curve in the ever-changing NDIS environment.
Research also showed the need for extensive clarity around the offering and the culture. And so, work began on corporate purpose and brand strategy.
More than a disability service provider
The development of the purpose, values, spirit, and promise sat at the core of the brand strategy, which also guided us to develop a new name for the combined organisation: Aruma.
We developed the Putting Purpose into Practice (PPiP) implementation plan, brand behaviours, culture change strategy, toolkit, brand books, and launch plan.
Alongside our creative partners, we breathed life into the strategy with a trailblazing brand idea, and inclusive visual identity.
Aruma’s strong leadership team has seen the brand go from strength to strength, continuing to “support people to live a great life, the life they want, the life they choose”.
Aruma is a winner of four Transform Awards (ANZ).
