The Background

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.


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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 PurposeSupporting 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

The Future

By defining their brand, all future decision-making can be guided by this concrete purpose. A brand strategy with longevity now guides Aruma.