Goodwill enabled this not-for-profit brand refresh

When a small not-for-profit takes a complete brand refresh to the world, it’s a combination of joy, satisfaction and a good measure of relief. As for most things undertaken in the sector, the challenge is accepted from a starting base of limited finances and people.

It is one of those moments that calls for tapping into optimal amounts of community goodwill towards the organisation and individual connections.

With launch day safely behind it, the Western Port Biosphere Reserve Foundation can reflect on an assignment that was largely delivered as a product of community regard and goodwill - even from those who were paid for services, but discounted deeply.

But discussion of the ‘how’ must always be preceded by the more important discussion of the ‘why’ for a brand rethink. Brands are a reflection of internal beliefs, values and behaviours. If there is no evidence of change in these, or intention to evolve, then a new visual projection of brand will be little more than a facade - and probably a poor investment.

The organisation must be ready and the Biosphere Foundation was. It had transformed considerably since 2020, with the board leading a strategic review, an appraisal of priorities and considerable foundation work on its governance. In some ways, this was aided by a pause in community operations due to the long stretch of Melbourne’s COVID lockdown.

The improved and clear articulation of its purpose and goals had also led to new and increased funding from a variety of principally local and state government sources.

However, the visual projection of its brand had become outdated. Untouched for nearly 20 years, the former mark was unfit for purpose in the digital and highly visual communications age. Decision made - the organisation’s visual icons would be refreshed.

Typically, a thorough refresh for a small organisation, including provision of all the assets and tools to enable its effective delivery across multiple channels would land in the vicinity the range of $60,000 to $80,000 - beyond the reach of most smaller not-for-profits. The Biosphere Foundation had to tap into whatever goodwill it could to get the job done.

A personal connection introduced a leading brand expert, Joe Rogers of The Contenders, himself a resident within the Biosphere Reserve. Joe volunteered his time to help produce a cohesive and concise positioning and narrative aligned to the Foundation’s strategy. His excellent contribution produced the core reference document for the design agency, Cupla Studio, selected through a tendering process.

This is an agency that focuses on values-driven organisations and had produced a number of successful place-based branding projects. The quality of the brief and their personal alignments with the purpose of the Foundation resulted in a very competitive bid for the work, which was undertaken and delivered without compromise.

But perhaps the greatest benefit for the Foundation derived internally. As a board member with experience in brand and narrative development, I was able to sit alongside a staff member and newcomer to marketing and communications, Jess Brady, and the Foundation’s CEO, Mel Barker, both of whom gained enormously from exposure to discussions about the link between brand, organisational strategy and values and, importantly, its underlying narrative.

It is fantastic that Jess has found an area of interest within the organisation previously foreign to her and has consequently been appointed Marketing and Communications Officer. She’ll do better than most, bringing her close community connections to build better engagement between the organisation and its diverse stakeholders.

Almost everyone within the Western Port Biosphere Foundation has been exposed to or involved in the evolution of its values, strategy and brand. It’s a piece of work that would stand up to scrutiny in any setting and is truly an outcome built on generosity of spirit, commitment and belief. It will be of long-lasting benefit to the effectiveness of the Foundation and the future of the UNESCO Western Port Biosphere Reserve.