Women’s Health Queensland (WHQ), are a not-for-profit health promotion, information and education service for women and health professionals throughout Queensland. WHQ had a vision to share their support services with women all over Queensland, and to create a network of hubs through regional Queensland to truly connect with the vulnerable women who need their services most.
Having a great vision but lacking a strong brand story meant that WHQ could only expand their reach so far. Our challenge was to reposition the WHQ brand in such a way that provided a strong platform for WHQ to really shine and truly engage with the women in need.
Recognising that at the core of it, WHQ wanted to deeply connect with the vulnerable women and their families, and provide unique support for each and every one of them, we started out with a strong positioning statement of ‘Focusing on individual needs and providing unique support‘ and a supporting tagline of ‘Needs focused. Tailored support‘.
Using the positioning statement and supporting strategy, we crafted an expressive, unique and engaging brand identity, supporting visual language and tone of voice, all created to help WHQ connect to the women on a deeper, emotional level.
Women’s Health Queensland now has a flexible visual system and robust strategy to implement any branding and marketing activities and continue to engage and grow their online and offline following.