Creative Inc restructured the Rehab brand, developing a new identity programme, brand guidelines and running a nationwide advertising campaign in 2005.
Rehab is Ireland’s largest not-for-profit organisation (circa €300M), providing services to over 50,000 people annually. Formerly one of the most recognised brands in Ireland, during the last two decades the Rehab brand had been severely undermined. This happened mainly on two levels. Firstly, for operational reasons the organisation was divisionalised with the consequent naming of part of Rehab under other brand names e.g. NTDI and Gandon Enterprises. Secondly, the Rehab name itself had become stigmatized especially in the eyes of service users.
As part of a strategic plan to double the business to €300M by 2008, Creative Inc was commissioned to rebrand the organisation.
From initial discussions with the CEO, Frank Flannery, to actual implementation of some of the major new brand communication pieces e.g. TV and Outdoor advertising, took approximately 15 months.
The project involved research, agreement on a new brand model for the organisation, naming, identity, brand guidelines, road show and induction of employees, implementation of new look across 104 locations nationwide, a national advertising campaign across TV / outdoor / press and design of all related print and digital material. Prior to commencement of the project, research was carried out by MRBI in March 2004 to measure brand awareness. At that time spontaneous awareness was measured at 21% when asked to name a not-for-profit organisation or voluntary body. A similar piece of research was conducted at the end of October 2005 by MRBI and while the full implementation of the brand message was not complete at that time spontaneous awareness has jumped 10% points to 31%.
The work took place throughout 2005, complimented by a nationwide print and TV advertising campaign.