See Differently

Rebranding a reputed vision services provider.

The Brief

How do you make the 138-year-old Royal Society for the Blind relevant for a new generation of customers?

While the Royal Society for the Blind (RSB) boasted a rich history of providing South Australians with vision services, it recognised that it needed to connect more strongly with younger audiences.

The organisation was perceived as a ‘traditional’ brand. Moreover, its name suggested an exclusivity to services designed for people who had complete loss of sight, and didn’t speak to its wide range of vision impairment offerings.

RSB challenged Fuller to modernise the organisation to reflect and attract today’s audiences seeking support with complete or partial vision loss.

Losing your sight is a unique experience filled with personal challenges. While it may seem like the end of life as you know it, it’s not. With the right people supporting you at every step, it can be the start of a new journey. Through its diverse range of services, the Royal Society for the Blind empowered people with the vision to imagine what’s possible.

With that core insight, See Differently was born.

Services Provided

Brand Strategy & Identity, Design & Motion Graphics, Digital Marketing & SEO, Communications, PR & Social Media

We rebranded the Royal Society for the Blind to ‘See Differently’ with a new identity and strategy.

Designing a Perception Change

To retain brand familiarity, heritage and credibility, a lock up utilising ‘Royal Society for the Blind’ clearly stated See Differently’s roots. The brand design brought together contemporary colours, fonts, graphics and a bold, real life photography style to create an approachable, modern brand that today’s customers could relate to.

Everything from the FT Regola Neue and Domaine Text typefaces, to the captivating colour palette, was carefully considered with accessibility and legibility in mind.

Blind and visually impaired people see the world differently—through touch, sound, smell and other heightened senses. We wanted the design to reflect that.

Each sub-branded service was assigned a unique pattern designed to visually mimic tactile surfaces, and communicate its offering clearly.

Customers got to experience the new brand through engaging signage, printed material, employee apparel, vehicle branding and digital marketing.

The See Differently brand revitalised the Royal Society for the Blind for the current market and helped the organisation communicate its offering simply and clearly. More importantly, the new brand name gave blind and vision impaired individuals a call to action—one of hope, positivity and confidence.

 

 

 Digital Marketing Results

  • 446,186

    Impressions

  • 2,760

    Link clicks

  • 89,875

    Reach

“We knew we wanted to make some significant changes to our brand when we met with a number of different branding and marketing agencies in 2022.

We needed a sophisticated and holistic approach to our brand, that was sensitive to our long history but also understood our dynamic business and our opportunities for the future. We chose Fuller because they had a team that delivered creativity, that listened, that worked collaboratively and that really addressed the complex and wonderful brand journey we were on.

Will was fantastic in bringing out useful feedback from our Board, our staff and clients throughout the process as well as a consistently strategic approach. Marcus brought intelligence to our brand story and Nerissa designed a new brand that is flexible, accessible and clever. They brought our team along on the journey, delivering branding insight, analysis and a commercial approach.

The team helped us with the launch of the brand to our staff and stakeholders, producing a clever and emotional brand video for us. They have since also assisted us with our digital marketing strategy as we seek to raise our profile and gain new clients. The work is great quality, we enjoy working with the Fuller team and we get great ideas and insight from them. We would recommend the Fuller team for their brand and creative work as well as their marketing execution.”

– Sally Raphael | Executive Manager Marketing & Fundraising, See Differently