THE BRIEF
Refresh the brand of an iconic South Australian disability service provider to signal a new era for the organisation.
For more than 120 years, Minda has been supporting people with an intellectual disability, and as South Australia’s largest non-profit intellectual disability service provider, its experience is unmatched.
In a crowded and competitive market, and with a new business vision, Minda was seeking to refresh its brand to ensure it positioned them as a modern leader in the industry. It needed a brand that would cut through the noise, honour its history and clearly communicate its unique values and approach to clients, families and a new generation of staff.
The Challenge
Minda engaged Fuller to undertake a complete strategic and creative brand transformation. The core challenge was to reposition a 120-year-old organisation for a new era and signal its statewide reach. We needed to distill the essence of Minda – its expertise, breadth of services and deep-seated compassion – into a compelling brand that was modern, accessible, and human.
Key deliverables included defining a clear strategic brand positioning, creating a unified brand story and voice, designing a bold new visual identity and translating the new brand into an engaging website that was accessible and empowering for all audiences.
The Approach
Our process began with deep, collaborative immersion. We worked closely with Minda’s team, stakeholders and clients to understand what truly sets them apart. Our strategic analysis revealed a clear opportunity to confidently embrace its knowledge, experience and specialisation in supporting people with an intellectual disability.
This positioning was strong, but it needed heart. To balance expertise with empathy, we developed a unique brand personality that captured Minda’s warmth and compassion, while ensuring it also spoke to being a bold and forward-thinking advocate for its clients. This personality became the guiding principle for all creative and messaging.
The Strategy
Our strategy was distilled into a simple, powerful brand essence that anchored the entire identity – ‘with open hearts we open minds’. This line became the creative heart of the brand, informing everything from the logo to the brand voice.
We delivered a visual system that felt both professional and human, including a word mark utilising playful letterforms to celebrate individuality and open-mindedness, a simple, abstract ‘open heart’ graphic device and a colour palette that used a sophisticated, warm and natural palette.
A Heart Defining Brand Film
To launch the new brand, Fuller worked collaboratively with the Minda team to develop a brand film which captured the heart of the brand. Using Minda clients, the film succinctly describes the new brand positioning while challenging existing community perceptions of people with an intellectual disability.
A Flagship Digital Experience
As well as a contemporary brand, we designed and built a user-centric website with accessibility at its core.
Clear user journeys were mapped for clients, families, support coordinators, and potential employees, ensuring each audience could find what they needed with ease.
The brand essence is woven into every page through messaging and imagery, creating an online experience that is not just informative, but warm, reassuring, and empowering.
The site’s intuitive structure makes it easy for users to navigate Minda’s vast breadth of services, reinforcing its new position as the intellectual disability specialists.
The Outcome
We delivered a comprehensive brand strategy, identity and website that honours Minda’s 120-year legacy while boldly positioning it for the future. The new brand cuts through the noise of the NDIS market, giving Minda a clear, confident, and compelling voice.
Minda now has a unified, modern and deeply human brand that empowers its team, resonates with clients and families, and truly reflects its organisation-wide mission – to provide the best support for better lives.
Thank You
Fuller would like to thank our external collaborators.
Director – Jarrod Knoblauch • Photographer – Bri Hammond • Art Dept / Wardrobe – Lauren De Innocentis • Audio and Sound Design – Scott Illingworth (Seeing Sounds)
