In 2012 the Perth Bone & Tissue Bank was awarded the prestigious ‘major gift recipient’ of The Orange Seed Project. As part of this gift Jack in the box was charged with developing a detailed marketing strategy which would assist this not-for-profit organisation to develop, grow and increase its awareness, while improving its performance.
Jack in the box immediately set about developing a strategic report which addressed every segment of the organisation’s marketing needs. After many hours of research, our idea was to change the positioning of the organisation to make it look less like a government body and position it as a friendly, community driven organisation. We wanted to give the tired brand new life, invigorate it beyond its medical research image to one of hope and improvement of life. We wanted to brand it as a human organisation who dealt in remedy.
Armed with a detailed plan, we set out to re-invigorate the brand. Our first task was to propose a name change; a name synonymous with a positive conclusion; a name which is welcome, a name which does not provoke concern. The name we proposed was ‘PlusLife’. The name is bold and powerfully positive. It speaks to the concept of adding to life, improving health and remedying pain.
The brand was therefore required to be graphically friendly. To achieve this, we utilised a rounded script without hard edges. The angle of the text creates movement and while it makes a strong statement it is approachable. By using a dynamic fusion of colours, it positions itself as lively, exciting and full of life. The word mark is surrounded top and bottom by arcs which suggest it is contained and brings a steadying influence to the completed mark.
Jack in the box presented the board with a new plan, a new name, brand and promotional material. Delighted board members and staff agreed to the total recommendation and PlusLife became a reality.
The Last Word
As a consequence of a new presence in the community and the potency of the image created, the PlusLife Executive led by MD Anne Cowie were able to negotiate with Government for a new and larger property in Midland and a large grant which has allowed them to build a modern clinical area for the handling of donated material. We are thrilled to have been a part of this monumental shift in momentum.
Jack in the box were recognised for the PlusLife rebrand internationally in 2014, receiving a Summit Creative Award which is a worldwide competition of the highest order.
What we’ve done
- Brand Development
- Stationery Suite
- Style Guide
- Cultural Workshop
- Annual Report
- Exhibition Stand
- Press Advertisements
What They Said
“I would even go so far to say that this was a watershed moment for our organisation. We desperately needed to raise our profile, to raise awareness about tissue donation in the community; and to raise the necessary funds to assist in relocating our organisation to larger more suitable premises. We were doubtful that we were ever going to be able to achieve these things, but can I tell you that since we started working with the crew at Jack in the box in January, amazing things have been happening and we are bursting with enthusiasm for what is now possible for our organisation!
We have been astounded by the generosity and creativity of the Jack in the box crew, we have enjoyed working with them enormously. Our Board wholeheartedly accepted the branding and marketing strategy developed by Jack in the box; and we became PlusLife at a Brand Launch held at the State Convention Centre on June 7th.
There has been a significant shift in awareness on a number of fronts. We have had amazing coverage in The West Australian; we are in the process of negotiating with the Metropolitan Redevelopment Authority to have space allocated to us for a new building; we have been meeting with Lottery West to discuss potential funding for a new building; Channel 7 filmed and screened a piece about PlusLife on Today Tonight; our new PlusLife website is attracting visitors. How about that for progress?
We are hugely grateful to Jack in the box and The West Australian for making this wonderful gift available to our organisation.”
Anne Cowie – Managing Director