Everyday Independence refreshes brand via Principals

NDIS service provider Everyday Independence has refreshed its brand via design agency Principals, which has increased job applications by 80 per cent.

The announcement:

Branding design agency Principals has refreshed the brand for NDIS service provider, Everyday Independence, leading to an 80 per cent increase in allied health practitioner applications.

Everyday Independence provides services for Australians with disabilities, delivering positive change through a team-based, community approach to therapy. Services include occupational therapy, speech therapy, physiotherapy, early childhood support, positive behaviour support and habit coaching. The organisation has more than 545 practitioners delivering services to 10,000 Australian NDIS participants from 40 hubs around the country.

Everyday Independence engagement and marketing executive lead Tara Cahill said: “As more Australians with a disability seek NDIS services each year, more service providers are coming into the market. There is already a shortage of workers in the space. We called on Principals to help us cut through to attract talent and to better convey our service offer to drive customer preference.”

Based on existing research and strategy, Principals developed a brand positioning and identity that taps into the organisation’s heritage of sector leadership.

The new brandmark is a bold and dynamic “E” that highlights and celebrates the step-by-step milestones along a participant’s journey to independence. Supported by hand-drawn graphic elements, illustrations, hero portraits and everyday photography, the brand embraces an unexpected and bold colour palette, to cut through the expected category norms.

Principals’ brand language arm XXVI has created a distinctive brand voice that borrows from the inspiring language of advocacy, galvanising support for a community-based approach to service delivery.

As part of the project, Principals worked with Everyday Independence to design and implement an employee value proposition (EVP). The employer brand speaks to the commitment the organisation and its people have to drive positive change across communities including changing the way people think about people with disability. A key aspect of the internal launch was the creation of a social impact initiative, The Positive Change Push campaign, that gives team members the opportunity to participate in community activities that drive more inclusion.

Principals group strategy director Tim Riches said: “The new Everyday Independence brand is a game-changer. It stands out in a highly competitive category and is already helping to drive acquisition of practitioners.”

Since the brand’s rollout, Everyday Independence has seen an improvement in recruitment with an 80 per cent increase in practitioner applications, compared to the same period year prior. This includes a 42 per cent increase in the number of graduates applying to join the organisation.

Cahill added: “The new brand is bold, contemporary and connects people to our purpose. Working with Principals has been an inspiring process and we’re thrilled with the outcome.”

Source: Principals


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