CSIA

The Challenge

The Community Services Industry Alliance (CSIA) was established in 2014 to increase the capacity and viability of community service organisations and secure a prosperous future for the industry in Queensland.

Their goal was to be a voice that grew louder to support and advance the missions of foundation members and the community services industry as a whole, but in order to do so, they needed to speak their own brand voice and image into life.

CSIA approached JSAcreative to help develop and articulate a strategic focus for the organisation that would act as a foundation for visual and verbal messaging moving forward.

Our Solution

We delivered a comprehensive brand strategy for the organisation. Through a series of facilitated workshops, we explored the organisation’s mission and vision, and employed a brand framework based around the idea of ‘the catalyst’ paired with a brand rally cry of ‘let’s do good, better’. Additionally, we created new values for the organisation – ‘New Thinking’, ‘Working Together’, and ‘Valuing Mission and Means’ – and it was these guiding principles which would go on to shape the future activities of the organisation.

With a clear brand framework in place, we sought to amplify brand identity through logo and style guide development, both acting as a basis for the development of a strategic plan brochure.

As a new organisation, we took priority to take the brand idea and message to market quickly in a new and engaging way. As such, we proposed a mobile responsive, interactive single page scrolling microsite that delivered a strong brand narrative and explained the role of CSIA and their vision for the industry. With the promise of the microsite being realised, this momentum gave way to a full scale website development with custom online membership area, paid resources and events. Lastly, an additional social content marketing strategy was set in motion to leverage the ‘Future State of Industry’ report – an Australian first which drove engagement and interest in CSIA.

The Outcome

Following the launch of both print and digital assets, CSIA saw a greater level of interaction with key audiences and stakeholders including CEO’s, executive management and staff in the Community Service Industry. Additionally, engagement with government ministers and senior public servants rose, with CSIA also gaining the attention of national and regional media.