In 2018 House with No Steps and The Tipping Foundation, two leading disability service providers, merged. This merger followed a government divestment which saw HWNS take on 80+ homes in 2017. There was a clear need for one united brand.
A New Brand Strategy
As Brand Council developed Aruma’s strategy we consistently considered:
- The cultural alignment of 5,000+ staff
- Customer relationships and trust
- Changing NDIS environment
- Growth of the new organisation
We analysed all existing research and the current environment of the disability sector. Wethen engaged with over 550 staff and customers in both 1-on-1 and group interviews.
Brand Council developed Aruma’s purpose and defined the companies guiding philosophy, values, beliefs and spirit.
A New Name & A New Brand
Given the organisations’ strong histories, research needed to be completed and perspectives considered before deciding on a new name. Brand Council developed this new name and positioning.
The new name – Aruma.
The new Brand Purpose – Supporting people to live a great life, the life they want, the life they choose.
The new brand strategy changed the focus to being a totally customer focussed organisation.
The Guiding Philosophy - You. First also became the foundation for the brand idea.
Additionally, Brand Council:
- Developed an internal culture strategy
- Defined a new ‘Tone of Voice’
- Managed external creative partners
Design - et. Collective
Creative Partner - Ext77
By defining their brand, all future decision-making can be guided by this concrete purpose. A brand strategy with longevity now guides Aruma.