Lifewise

Lifewise

Methodist Mission Northern was a well-respected organisation that had served the needs of Aucklanders living on the streets for many years. Through their own learning and understanding they had adopted a new and innovative strategy to solve the problem of homelessness and recognised at this point that their brand no longer aligned with who they were and the services they offered.

Having recently closed down the soup kitchen, night shelter and other services that were perpetuating need, they introduced wraparound services to reintegrate the homeless into houses, jobs and the community.

Inspiration Point developed a new brand that established a compelling point of difference for an organisation that was taking an innovative approach to helping others. The new brand identity, ‘Lifewise – turning lives around’ captures the desired outcome for the marginalised and homeless, and the change in approach from providing a handout to giving a hand up. It clearly positions the organisation on their unique point of difference.

The project involved consulting with stakeholders, research, leading workshops through to creating a new name, designing a new logo, the brand image and communications material.

The brand resonated with key audiences and has become a leader within the social services sector. Subsequent campaigns; The Big Sleepout, Merge Café, social marketing campaign ‘101 Ways to Live Wisely and Well’ and a Foster Care recruitment campaign consolidated brand awareness and assisted with fundraising and public education into homelessness.