Background
The Victorian Comprehensive Cancer Centre (VCCC) was established in 2009 and is a powerful alliance of nine successful Victorian organisations committed to control cancer; Peter MacCallum Cancer Centre, Melbourne Health (including The Royal Melbourne Hospital), The University of Melbourne, The Walter and Eliza Hall Institute of Medical Research, The Royal Women’s Hospital, The Royal Children’s Hospital (incorporating the Murdoch Children’s Research Institute), Western Health, St Vincent’s Hospital Melbourne (including St Vincent’s Institute) and Austin Health (including the Olivia Newton-John Cancer Research Institute and Austin LifeSciences).
The vision for the VCCC is to save lives through the integration of cancer research, education and patient care. Through innovation and collaboration, the VCCC will drive the next generation of improvements in prevention, detection and cancer treatment.
Challenge
When we started working with VCCC they already had a logo but they were lacking a clear brand proposition that united all the organisations. The partners were also struggling with how and when to use the VCCC brand.
Awareness and understanding of the VCCC amongst the public and even within partner organisation was also extremely low. Much of the publicity had been about the new state of the art building at Parkville but the VCCC not just about one building or one organisation. The VCCC needed to represent a multi-site, multi-disciplinary cancer programme that links the work of nine leading Victorian research, education and healthcare organisations, across Victoria.
While it was important for the VCCC to leverage the reputation of the Partner brands to build the VCCC brand, the VCCC needed to be positioned as an enabler, not a replacement brand for partners. We needed to build alignment across the partners on the VCCC brand strategy and how to best communicate the value VCCC brings to their organisation and their audiences (both internal and external).
Strategic and Design Solution
Truly Deeply consulted with all the VCCC partners and stakeholders to build consensus and develop a compelling and authentic brand proposition. This involved one-on-one meetings and group sessions with the leadership and marketing teams of the partners, the government and the VCCC to understand different points of view, address challenges and uncover brand insights. This was combined with a market review and brand audit to define opportunities for the brand identity and architecture.
Building on the brand insights and opportunities, we created a new mantra that was all about uniting the partners and the VCCC to advance the control and cure of cancer. A powerful set of values, a belief system, key messages and personality were also created to provide clarity and inspire the partners to explain, support and live the brand (internally and externally).
A flexible endorsed brand architecture framework enables the partners and the VCCC to tailor the brand communication to different audiences and scenarios. The new architecture provides clear structure and hierarchy for when partners communicate about the VCCC on their own, with select other partners and for the VCCC to communicate as an entire group.
The new brand strategy, messaging and guideline documents provide clarity and direction for all partners to work together as the first and foremost comprehensive cancer centre in Australia.
How we have helped VCCC
Stakeholder consultation, brand audit, market review, brand strategy, brand architecture, key messaging,
brand guidelines, stationery, PR boiler plates and presentation templates.