Aligning a brand’s value is essential to communicating purposeful work. Through customer research, we helped reposition vitalway to leverage its extensive years of combined experience working with disadvantaged young people and their families through value-based learning.
A grassroots program with huge potential to grow significantly, vitalway needed help with maturing their brand identity and better defining their market positioning. While they relied on a strong reputation and substantial impact, their varying services weren’t well understood by their market.
We went straight to the source—their stakeholders. Through interviews, we were able to shape a picture of the wider market. While we were unable to speak directly with vitalway’s at-risk youth participants for privacy reasons, we learned from others who use and refer to vitalway’s program.
Alongside our customer insights, we engaged in desktop research to learn about competitors and contemporary services in vitalway’s market space.
Our deeper understanding of the perceptions and realities of vitalway’s industry guided us in writing a brand narrative for vitalway that truly reflected their unique positioning.
These insights contributed not only to their brand strategy but also their business strategy—aligning these two pieces to ensure the vitalway brand always works towards the organisation’s business goals.
A powerful purpose requires a visual identity that holds the brand with certainty and conviction. Being mindful of the humans vitalway serves, we developed a visual system that pays respect to the company’s past and paints a clear image of a bright future.
vitalway helps at-risk teenagers to change their futures. Realigning these teenagers with their values and emotions allows them to thrive amidst challenging circumstances, in a way they often don’t believe could be possible. At New Word Order, our purpose is to make a meaningful difference to people’s lives. This project is yet another example of how we help brands to reach more people with their life-changing services.