Reconciliation SA
Building relationships, building respect.
Strengthen Reconciliation SA's brand messaging and communicate the value of its work to grow membership and support the organisation's long-term sustainability.
Reconciliation SA is a not-for-profit, membership-based organisation working towards a society free from prejudice, discrimination and racism. With ambitions to grow its corporate, government, individual and small business memberships, the organisation recognised an opportunity to better communicate its purpose, capabilities and the importance of its work.
Before launching a new membership campaign, Reconciliation SA needed to review how it presented itself, with clearer messaging and a stronger call to action.
Fuller partnered with Reconciliation SA on a pro-bono basis to develop a refreshed messaging strategy, visual system and style guide, alongside recommendations to improve its digital experience.
Strategy
Finding a more active voice.
Our discovery process revealed that Reconciliation SA was underselling its capabilities and communicating in a passive rather than active voice. There was an opportunity to better articulate the organisation's role, connect with its diverse audiences and make participation in reconciliation more tangible.
Through research and strategy, we identified key audience groups, including educators and students, individual influencers, sponsors and potential members. This helped establish a clearer direction for communications and a more focused approach to marketing.
Brand Messaging
Building relationships, building respect.
At the heart of the refreshed brand was a new tagline and series of messaging statements centred on two fundamental goals: relationships and respect.
Using a co-design process, Fuller worked closely with the Reconciliation SA Board and team to develop the messaging. This collaborative approach gave stakeholders an opportunity to contribute to the process, building a shared sense of ownership and pride in the organisation's new direction.
Visual Identity
A visual identity grounded in the meaning of reconciliation.
Working alongside Yorta Yorta artist Karen Briggs of KLB Creative, Fuller helped bring the refreshed brand to life through a new visual system and style guide.
Karen developed the new Reconciliation SA logo, capturing 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 the supporting visual language, creating a cohesive identity that could be confidently applied across the organisation's communications.
The resulting brand guidelines gave the Reconciliation SA team the tools and direction to implement the refreshed identity consistently.
Digital Experience
Making it easier to understand, engage and get involved.
The refreshed messaging and visual identity were carried through to a redesigned website experience, informed by Fuller's user experience recommendations.
A restructured information architecture, clearer calls to action and targeted entry points made it easier for different audiences to find relevant information, understand Reconciliation SA's work and explore opportunities to get involved.
Working within the organisation's existing website and membership functionality, Fuller designed and implemented the refreshed experience using the HubSpot website builder, with additional custom development to support the visual styling.
This approach also enabled the Reconciliation SA team to continue managing and updating website content through their preferred platform.
The Outcome
A clearer voice and a more confident brand. The refreshed brand gave Reconciliation SA a stronger platform to communicate its purpose, demonstrate the breadth of its work and engage its diverse audiences. With clearer messaging, a considered visual identity and an improved digital experience, the organisation was better equipped to build relationships, encourage participation and support its long-term membership ambitions.
