Providing a new identity and voice for an anti-bullying program.
Bullying. No Way! (BNW) is a national school program that has been running for a number of years. Our client, who represented the collective of state school associations across the country, recognised the BNW brand was struggling to make headway in a convoluted market of other school based initiatives along with competing anti-bullying brands. Extensive research provided a strong base of information to work from as the agency team tackled this important project.
Challenge
The major challenge with this project was making the brand live up to its true purpose. Just being an anti-bullying brand wasn’t enough for BNW. The goal was to be Australia’s leading anti-bullying program, and to have every school in the nation institute it into their environments.With the proliferation of social media among the target market (school aged children) and the subsequent increase in online bullying, it was very apparent that there was little time to lose. BNW had to act fast and compellingly to achieve its objectives.
The spark
The extensive research project undertaken by the client prior to the branding work provided key elements for the branding and creative strategy. The research provided the evidence for our agency to develop a strategy that addressed the current issues. The breadcrumbs were there, but the strategy needed to be evolved in a dynamic way. It was established that the brand didn't speak with the entire audience it was intended to serve. So a key part of the branding strategy was to create pillars that appealed to both younger schoolkids along with older teenagers. This was a difficult process to achieve but critical to the success of the brand.
Creative
Our creative team started by developing a series of possible branding territories to explore. In collaboration with the client, different elements of the brand were brought to life before a holistic version of the new brand emerged. It was vital that the creative process allowed for the extendability of the brand into various platforms. We built out an entire asset list while ensuring the integrity of the new brand look was never compromised. The creative thinking that went into each and every element of the BNW brand was carefully constructed and strategised. New colour schemes and graphics were a key aspect of the creative work.
Outcome
The new BNW brand was relaunched and met with immediate success. Schools and students were exposed to a fresh brand that creates new levels of excitement and engagement. The client is looking to expand the brand presence into more schools with BNW becoming the clear anti-bullying program throughout Australia.