By Your Side
Client
Australian Services Union
What we did
Market research
Strategy
Branding
Communications
Creative
Challenge
The ASU is one of Australia’s largest trade unions, representing 135,000 services workers. Prior to the re-brand, the union operated under several names and multiple logos across its state branches. The union’s leadership wanted to move forward under one consolidated brand strategy which supported its goal to grow and expressed its promise to members.
Approach
Shape undertook a major market research project to inform the re-brand, speaking to hundreds of ASU members and potential members, using both quantitative and qualitative methods.
This informed a series of brand workshops with the union’s leadership as we worked to develop a comprehensive brand strategy.
This work culminated in a new brand strategy that reinforced the organisation’s promise to its members in a modern context, with the strapline ‘By your side’, and associated narrative, complemented by a strong logo design embraced by all branches of the union.
The brand strategy was brought to life in a new website and creative content, including videos that tell the story of members’ connection with the union.
We also supported the union to brand its award-winning professional development platform – Career Launchpad.
Impact
The new brand has been embraced by all branches and now provides a strong strategic foundation for broader communications and member engagement. As part of a wider growth strategy, the union is a success story in its sector, growing strongly.
By Your Side
Client
Australian Services Union
What we did
Market research
Strategy
Branding
Communications
Creative
Challenge
The ASU is one of Australia’s largest trade unions, representing 135,000 services workers. Prior to the re-brand, the union operated under several names and multiple logos across its state branches. The union’s leadership wanted to move forward under one consolidated brand strategy which supported its goal to grow and expressed its promise to members.
Approach
Shape undertook a major market research project to inform the re-brand, speaking to hundreds of ASU members and potential members, using both quantitative and qualitative methods.
This informed a series of brand workshops with the union’s leadership as we worked to develop a comprehensive brand strategy.
This work culminated in a new brand strategy that reinforced the organisation’s promise to its members in a modern context, with the strapline ‘By your side’, and associated narrative, complemented by a strong logo design embraced by all branches of the union.
The brand strategy was brought to life in a new website and creative content, including videos that tell the story of members’ connection with the union.
We also supported the union to brand its award-winning professional development platform – Career Launchpad.
Impact
The new brand has been embraced by all branches and now provides a strong strategic foundation for broader communications and member engagement. As part of a wider growth strategy, the union is a success story in its sector, growing strongly.
