Youthrive Victoria

Rebranding of rural youth organisation gives it an exciting future

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"Darren Taylor led an outstanding consultation process with our alumni and board members. He understood the challenges experienced by rural young people. The T&G team gained a deep understanding of the purpose and complexity of our small organisation and our young alumni developed a great insight into how a brand emerges."

DR MARYANN BROWN
CEO, Youthrive Victoria

Challenge

The Macpherson Smith Rural Foundation (MSRF) was well-known in rural areas for its scholarship, grants and mentoring work with rural youth. Their stated purpose was to “strengthen rural communities by supporting, empowering and developing young people”.

Our challenge was to rebrand MSRF so that it could be recognised as a unique organisation with a compelling proposition to donors, rural youth and communities.

Solution

This was not just a change of look and feel.

A totally new brand name, with a totally new position in the marketplace was required. We needed to change people’s perceptions of MSRF. Through an intensive rebranding process (see the video produced by their alumni here) involving all levels of the organisation, the new brand “Youthrive”, with its apt double meaning, evolved.

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Results

The new name, Youthrive Victoria, and the brand, have received very positive feedback from key supporters. Alumni and rural young people are excited by it. CEO Maryann Brown told us the rural focus of the organisation has been built into the website and that they love the tagline ‘Redefining rural possibilities’. “Most importantly”, she stated, “the (new) brand has its own energy and vibrancy which is attracting interest from prospective supporters. Very strong overall outcome.”