Founded in 1957 as The Hong Kong Discharged Prisoners’ Aid Society, SideBySide helps at-risk people through social rehabilitation, mental wellness, skill development, education, and community integration.
Situation
SideBySide prides itself on its dedication and approach. No matter how challenging the circumstances and past behaviour, they will never turn away someone who’s looking for support. In rethinking its brand, the NGO sought to clarify and express its core values in a way that’s relevant, contemporary and guiding to all its stakeholders.
Response
The rebranding initiative sought involvement from multiple stakeholders. The key messages, including the new name SideBySide, were directly inspired by front-line workers. The brand DNA Understanding. Unwavering. is a direct expression of how the SideBySide team engages with excluded people. The positioning phrase Everyone deserves to belong asserts what they aim to achieve. These statements are amplified by a comprehensive messaging framework and contemporary design language creating a highly distinctive brand.
Outcome
Involving multiple stakeholders and carefully creating a unique and authentic brand personality achieved the intended results. The new name and corporate identity was almost universally embraced by team members, who reported an uplift in morale and dedication. The NGO’s changing role was presented with more clarity, leading to stronger support from all stakeholders.
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