Murdoch Children’s Research Institute (MCRI)
How do you create a powerful brand for an extraordinary organisation?
- Brand Research & Diagnostics
- Corporate Purpose & Purpose Led Transformation
- Corporate Brand Strategy
Murdoch Children’s Research Institute (MCRI) is the largest child health research institute in Australia, and top three in the world. They specialise in discoveries that transform child health. It’s only fitting that an exceptional organisation should embody a compelling brand.
A healthy start
MCRI has a team of over 1,200 medical and research staff, who, over the last thirty years, have solved some of the biggest issues surrounding child health worldwide; across a diverse set of specialities.
Many of their researchers are also clinicians, which means they can use research to solve problems they see in their daily work with children and families. It also means when a discovery is made in the MCRI labs, it can be communicated easily and transformed into a practical treatment for children more quickly.
Our opportunity was to forge a purpose and brand strategy for MCRI to help them align behind one clear purpose and employee value proposition, which would in turn enable them to better communicate their significant role in transforming child health in Australia, and globally.
For every question there’s an answer
To begin the process of implementing a purpose led business model, we worked collaboratively with the leadership team to conduct diagnostic, workshops, and engagement practices within the organisation. The insights generated from these steps then assisted us in developing the purpose led brand approach and brand development.
We worked with the MCRI leadership team and Board to implement the brand purpose and values, and then guided our design partner in the development of a refreshed brand identity and communication materials.
Transforming child health
By putting purpose into practice, the project helped MCRI to articulate a clear purpose, philosophy, values, and promise for the whole organisation, aided internal alignment, and the strengthened their positioning within the global research community and the not-for-profit sector.
To further assist with brand implementation, a series of branded tools was crafted to help MCRI be known, respected, and the first point of call for child health research.
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Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI
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