BARINGA COMMUNITY CENTRE
Baringa Community Centre (BCC) is a dedicated space for local people to gather, connect, and strengthen the sense of community. However, as a young organisation, it lacked identity and purpose; thus, few people understood its true value and significant contribution.
To shift the perception and start the conversation about what BCC stands for, we collaborated with the leadership team and its community members in a series of workshops to redefine their purpose and how it connects with their people. This set a solid foundation that helps position the centre as the place to belong.
To bridge the gap between BCC’s true essence and public perception, we distilled the idea of connecting the community with the centre’s new purpose of ‘building community belonging’. Through a series of verbal and visual communications – online and offline, we helped BCC’s leadership team and volunteers bring the brand’s essence to life.
To celebrate what it means to belong, we designed “My Place to Belong” – an inclusive awareness campaign summarising the playful, fun, and diverse community spirit – offering a disruptive design for a non-profit organisation. By integrating the physical version of the signature “B”, we gave the members another way to experiment with what it means to belong to Baringa freely. Through Instagram photos, post-it notes, and hangtags on social media, we deeply connected with members and invited them to recognise and support the Community Centre.
The launch and awareness campaign is an ongoing effort to support brand recognition over the next three years, working as a tagline, in-the-building signage, written into tactical copy, shaping the messages, and so on.
© 2020-2024 Strategic Branding F/ Brave Brands™