Reconciliation SA

Creating clarity about the journey of reconciliation.

The Brief

Improve the understanding of the work of Reconciliation SA so that it can grow its membership as part of a long term sustainability strategy.

Reconciliation SA is a not-for-profit member based agency, that works towards building a society free from prejudice, discrimination and racism.

Its key funding channels are the SA Government, Reconciliation Australia, fundraising events (an annual breakfast and a gala event) and member subscriptions.

To sustain the organisation its Board agreed to increase its corporate, government, individual and SME membership subscriptions in 2023-24.

Reconciliation SA acknowledged that prior to launching any new membership campaign it needed to review its brand messaging to provide a stronger call to action.

Fuller worked with Reconciliation SA on a pro-bono basis to develop new messaging and a visual system and style guide based around a new logo designed by an Aboriginal artist. We also provided recommendations for an improved experience across digital platforms, and applied the new messaging and visuals to a refreshed website and other marketing collateral.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Communications, PR & Social Media, Design, Websites,

Our Discovery process revealed that Reconciliation SA was underselling its capabilities and using a passive rather than active voice in communication.

Our Strategy process identified the organisation’s key target audiences – educators and students, individual influencers and sponsors members – enabling it to focus its marketing activities and get a better return from its limited resources.

BUILDING RELATIONSHIPS, BUILDING RESPECT

Using a co-design process we developed a new tagline and series of messaging statements that identified relationships and respect as the organisation’s key goals. Co-design enabled the Board and staff to participate and contribute, which built a strong sense of ownership and pride.

Yorta Yorta Artist Karen Briggs of KLB Creative developed a new Reconciliation SA logo that captured the five dimensions of reconciliation: Unity, Race Relations, Equality and Equity, Historical Acceptance and Institutional Integrity. Fuller’s Senior Art Director Nerissa Douglas worked respectfully with Karen to develop a new visual system and style guide.

The new brand guidelines were designed to assist the Reconciliation SA team to implement the brand with confidence.

Based on our user experience recommendations, we applied the refreshed messaging and visual style to a website with a restructured information architecture, stronger calls to action, and targeted entry points. This was also applied to a range of marketing collateral.

Working with the existing website build that supports membership functionality, we were able to design and upload content using the HubSpot website builder (along with some additional custom development for styling), so that the Reconciliation SA team would be able to edit and manage content in their preferred platform going forward.