FIA needed a brand that was considered and reflected the pivotal role they play in Australia’s Fundraising Sector.
The first step was to work with members of the board and key stakeholders through a Brand Workshop. This helped define the key component of the strategic vision that needed to be communicated, in order to reach their 2020 vision.
Through qualitative research of one-on-one interviews with current and past members, the key insight of what members sought from FIA was uncovered.
That insight was credibility.
When developing the new brand, we knew that credibility had be front and centre of every piece of communication. From the logo and positioning statement, right through to eDM, member renewal, stationary and the website – every piece of
work reinforced FIA’s strength as a credible and trusted brand.
Rob Edwards, CEO FIA described the process and outcome in one word. Admirable.
With full board support behind the new brand, members are also delighted that FIA now reflects the professionalism and credibility of the sector.
Chief Executive Officer
Fundraising Institute Australia
“The brand is a window through which people see us. And one of the major things for FIA is trust in our brand. And integrity is absolutely important too. And I certainly wouldn’t hesitate recommending March One for any branding exercise.”