LIFELINE

While Lifeline was a well-known and respected charity, research had shown a lack of clarity about the vital services it provides. And with over 60 regional centres, the brand had become diluted at a national level.

Together, ZOO and Lifeline held a brand workshop at Lifeline’s national conference, and got Lifeline’s brand back on track – culminating in an essence we could all get behind: we are listening to you. As a result of the workshop, Lifeline evolved without losing the equity in their existing brand, with a refreshed look and feel, and new positioning statement: connect with someone who cares. As a result, Lifeline has a new sense of purpose – and more focus – all over Australia.