Naming Archives

Stride

A name that’s not an afterthought

Despite being Australia’s oldest mental health provider, Aftercare felt invisible in the sector. Even at industry conferences, people were puzzled by the name. Funeral service? Childcare? Post-hospital suicide prevention?

Getting upstream of the issue

While Aftercare began as a way to help people leaving hospital find a place to live and work, these days it supports people from the start of their mental health journey. While not a bad name in itself, the word ‘Aftercare’ had become misleading.

A rebrand was in order – but there were a few caveats. Our brief was to create something short and punchy that felt positive, but not too cheerful. Here we agreed to avoid options that oversimplified or trivialised the serious nature of what Aftercare do.

In their stride

Now known as Stride, the organisation has a name that’s not only fresh and distinctive – but more fitting of an organisation that’s shifted its strategy to prevention.

Epilogue

‘Stride’ is to move forward with purpose. It’s a word that carries a sense of confidence, hope and even adventure. And it recognises that mental wellbeing is not a destination you reach – it’s a promise to keep going. Even if that’s just one step at a time.

Code Read

When it’s urgent

No kid should be left feeling stupid. But with Australian schools failing to diagnose and support dyslexic children, it still happens in far too many of our classrooms.

Enter a bunch of angry mums

“We want impact like a nuclear bomb.” When we first met with the Dyslexia Network, our instructions were clear.
Originally formed over social media to support those affected by dyslexia, the group realised how powerful they could be when they caught the eye of Sir Richard Branson – a dyslexic himself.

Light it red

Pronounced ‘Code Red’, the new name unites urgency with the idea dyslexics need to decode what they read. Who says dyslexics can’t appreciate a bit of word play?

Epilogue

Now with a stronger brand to campaign for change, Code Read continues to champion the right of every dyslexic to be understood, empowered and given all the opportunities in life they deserve.

Virgin Australia

A rebel takes flight

As a staple in the Aussie skies for over 20 years, Virgin Australia had cemented itself as the more accessible and relatable airline than its classically serious flying kangaroo rival. Attracting a broader, more diverse range of customers, the brand was (dare we say it) flying. Then Covid-19 hit. Grounding its fleet, almost for good.

We’re bringing boldness back

With new ownership, came new opportunities. And so Virgin Australia engaged XXVI to craft and then apply a new and holisitic Brand Voice to help them reconnect with their base, grow their market share, and come back from the brink — bolder and better than ever.

The rebel has returned

Whilst the brand had matured over the years, research showed that Australians wanted the famous Virgin energy and cheekiness back. From here, XXVI crafted a unique set of values and Brand Voice traits that provided their heritage tone with more structure and purpose. Giving it the energy, longevity and flexibility to work across their whole scope of internal and external communications.

Epilogue

What followed was a distinctively ‘Virgin’ Virgin Australia Brand Voice. One that harks back to it’s bolder past to create communication that people actually pay attention to, from charming flight delay emails (it’s possible) to cheeky destination headlines, and literally everything in-between. A strategically powerful reset that’s been vital in helping Virgin Australia transition from survival mode amidst the anxiety and unpredictability of Covid, into being a delight to fly with once again. – xxvi

What’s in a name?

Chances are you’ll never know.

In an airport near you, there’s a nondescript door, in a nondescript corner of a nondescript departure’s hall. Beyond it is a world most of us can only dream of. An exclusive space for very important flyers. Where everything is taken care of, seamlessly. It’s Virgin Australia’s exclusive club. And our job was to give it a very memorable name.

A peek behind closed doors

Virgin Australia (VA for short) emerged from the pandemic with a new lease on life. And a bold transformation strategy. One that saw them make a hefty investment in the products and services guests told them they love most.
This project was a significant milestone in that journey. And part of a raft of changes happening right across the board.

Landing the perfect name

We were tasked with renaming ‘The Club’ to align with Virgin Australia’s new brand framework, strategy, and bold ambitions for the program.
The name needed to be original, flexible and capture the essence of the offering while evoking a premium yet uniquely ‘Virgin’ feeling.

Welcome to Virgin ‘Beyond’

A whole new world of luxury. All highly personalised, fuss-free, and built around your needs.
The name epitomised Virgin Australia’s promise to provide service that’s as tailored as it is effortless. And to consistently deliver an experience that goes above…and way beyond.

Epilogue

Beyond was always intended to be more than just a name. Members took advantage of a whole range of exclusive benefits beyond the lounge. From bookings and upgrades to airport access, boarding, and flying.
In fact, with everything thoughtfully designed to be turbulent free and flawlessly catered to the individual, Beyond begun to embody luxury — the Virgin Australia way. — xxvi

Active Super

A super star is branded

In early 2021, Local Government Super rebranded to become Active Super. As part of the project, we created a new name and voice to bring the superstar energy of Active Super to life – one that could talk to the idea of the fund as a fun, ethical trailblazer.

The pioneer emerges

In a competitive market, Active Super aimed to grow beyond its local government roots and appeal to people looking for something better. To do this, it was time to be louder and prouder about who they are: a pioneer in responsible investing since they stopped investing in tobacco twenty years back. (In fact, they were Australia’s first super fund to do this.)

Positively encouraging

With its community ethos and track record of examining investments for positive impact, Active Super had an authentic proposition to inspire its new identity. ‘Active’ was picked as a name to reflect how it chooses and manages investment, its role in the community, and how it empowers members to get involved in their super.

Along with fresh visuals by Principals, we created a voice that felt bold and assertive, yet playful. Rather than doom and gloom, the idea was to inspire confidence in the future.

The winds of change are here

No more having its thunder stolen or failing to champion its longstanding expertise. Active Super is out celebrating the good message it has now, placing top three in its industry for positive attributes and boasting its highest member growth in four years.

Much more than a coat of paint, the rebrand celebrates the best of who the organisation has always been – a leading fund for investments that are brilliant for both its members and the world. I.e. Profitable and responsible.

Network 10

When it’s urgent

No kid should be left feeling stupid. But with Australian schools failing to diagnose and support dyslexic children, it still happens in far too many of our classrooms.

Enter a bunch of angry mums

Light it red

Pronounced ‘Code Red’, the new name unites urgency with the idea dyslexics need to decode what they read. Who says dyslexics can’t appreciate a bit of word play?

Epilogue

Now with a stronger brand to campaign for change, Code Read continues to champion the right of every dyslexic to be understood, empowered and given all the opportunities in life they deserve.

A name that’s not an afterthought

Getting upstream of the issue

In their stride

Epilogue

When it’s urgent

Enter a bunch of angry mums

Light it red

Epilogue

A rebel takes flight

We’re bringing boldness back

The rebel has returned

Epilogue

What’s in a name?

A peek behind closed doors

Landing the perfect name

Welcome to Virgin ‘Beyond’

Epilogue

A super star is branded

The pioneer emerges

Positively encouraging

The winds of change are here

When it’s urgent

Enter a bunch of angry mums

Light it red

Epilogue

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