Rebrand Strategy: Boystown to Dunlea Centre

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  • Brief

    The Dunlea Centre had not taken the required intellectual property action early on and unfortunately came up against a competitor who used and registered the same operating name, Boystown. This competitor was a lottery agency who was highly active in digital marketing and direct mail marketing, which began to directly effect the brand strength and effectiveness of brand communications for the Dunela Centre. The challenge was to rebrand to the Dunlea Centre and manage the entire creative and strategic process.

    Over and above the grader brief was to create a brand that delivers against the services of the Dunlea Centre, and carries with it the same household values that Boystown has been doing since 1939 – but to now include girls.

  • Solution

    The strategy for the Dunlea Centre was to not only create a new identity, but to also challenge the old stereotypes of what this Catholic institution provided to society. The challenge was to also hold on to the values and brand equity that Boystown had become a household name for.

    A series of brand strategy workshops engaged key brand stakeholders, and all discovery and formal takeaway was then presented to the board of directors for formal approval.

    The solutions came as new brand identity, brand handling guides, communications strategy, creative direction strategy, digital strategy and strategic marekting campaigns.

  • Result

    Dunlea Centre is now operating across both print and digital channels with its new identity, there are the resources and systems in place to capture data, measure brand value and marketing campaign effectiveness. Dunlea Centre is now a charity that is competive in the charity and NFP sector, one that is very different to the landscape it launched in back in 1939.