Bringing a legacy brand for disability into a new era
Endeavour Foundation has been a long-term client of New Word Order with our partnership stretching across various marketing and communication functions. When they came to us seeking assistance with refreshing their brand with a view of better connecting with their audiences, we were able to devise a multi-stage plan that involved deep collaboration and met all their objectives.
Challenge
Endeavour Foundation is one of Australia’s most established disability organisations, but its audience was shifting. Their current base skewed older, while younger people with disability wanted more than encouragement. Customers wanted independence, action, and real opportunities. With a number of contemporary competitors entering the sector, Endeavour needed to refresh its brand to connect with a younger demographic while still supporting its loyal community. The task was to modernise without losing trust: ushering a legacy brand into a new era, and bringing this change to life across both customer communications and service delivery.
The spark
We started by listening. Interviews and focus groups with clients and their families revealed the single most powerful insight: independence. Independence wasn’t just an aspiration … it was about everyday realities. Living on their own. Being employed. Staying fit. Mixing with friends. From there, we conducted competitor analysis, mapped shifting social norms in the sector, and worked with Endeavour’s executive team to align on direction. The solution was a brand refresh, both visual and verbal, that balanced youthfulness, sophistication, and energy, and a campaign that put independence front and centre.
Creative
We gave Endeavour a brighter, more dynamic brand colour palette, and evolved the brand language to not just say independence but show it in all its glorious forms. The campaign celebrated the everyday moments of self-agency and the choices that matter most. This was brought to life through a visual and verbal identity that felt fresh, confident, and empowering. We used real Endeavour clients as the heroes of our stories to ensure complete authenticity. Each represented a more youthful, vibrant connection to the brand. This more youthful connection carried across to copy and language which features modern vernacular and a staccato style of delivery.
Outcome
The first immediate impact of the project was a more aligned executive team. Key decision makers had more clarity on how the new brand flowed into real service deliverables.With the disability sector becoming more crowded, a key result of the project was the successful repositioning of Endeavour from a legacy provider style brand to a more prominent, contemporary client focussed player. The launch of a multi-channel campaign that engaged a younger audience while staying true to the Foundation’s heritage has had a significant impact for the organisation and all stakeholders.