Revitalising a youth-led brand for the next generation.

A youth led non-profit, with 25 years of rich history. The Reach Foundation partnered with Raine & Makin to reconnect with their youth-led essence through a revitalised brand strategy and identity. The challenge was clear; how might we leverage the legacy of the brand while being relevant for future generations at the same time?

The depth of the discovery phase laid the foundations for a successful project. We worked closely with The Reach Foundation to listen to the views of a vast range of stakeholders. We then immersed ourselves within the organisation, working from their offices, participating in training programs, and rattling tins for donations outside the ‘Round for Reach’ AFL match at the MCG. What resulted was a unified purpose for the organisation and a revitalised brand identity that contained all the energy, freedom, individuality and dynamism of the youth they work with every day.

Impact

• New strategic plan informed by discovery

• Increase in brand-aligned corporate partnerships

• Increase in audience across all channels post launch

• Increased fundraising results

• Increased internal alignment on vision

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