Nulsen message short and simple

THE Nulsen Haven Association has a 56-year history of supporting people with intellectual disabilities and acquired brain injuries in Western Australia.

Despite its longevity of service, however, the Cannington-based not-for-profit organisation has struggled to develop strong brand recognition.

Now called Nulsen, the organisation is embarking on a massive marketing and branding offensive to better reflect the full range of services it provides, and elevate the charity’s recognition within the community.

Nulsen recently enlisted the services of Subiaco-based creative studio, First Nature Design, a firm that specialises in environmentally responsible design and branding solutions.

“We turned to First Nature Design for rebranding advice; the aim to maintain leadership and prepare for growth,” Nulsen marketing manager Debbie King said.

“Returning to their headquarters with a brief for a new name, personality description and logo, they workshopped ideas, spoke to key stakeholders and finally made our new brand come alive.”

Nulsen has an annual operating budget of about $17 million, employs 380 staff in WA, and spent about $90,000 on the rebranding, including revamping the logo, changing letterheads, banners and signs, as well as redeveloping its website.

The organisation’s chief executive, Gordon Trewern, said the previous moniker did not capture the contemporary and vibrant organisation Nulsen had become.

He said while it had moved with the times, Nulsen had a rich history that would have to be retained in the image overhaul, making First Nature Design’s task more difficult.

“For a long time we grappled with the term haven in our name,” Mr Trewern told WA Business News.

“We wanted to tackle the issue with who we are and felt that the logo and name didn’t match with our core practice.

“It didn’t reflect any vibrancy, the name and by-line (positioning statement) had no hook when we went to corporates for funding; it just didn’t grab.”

First Nature Design developed slogans such as ‘nurturing friendship’, ‘nurturing participation’ and ‘nurturing abilities’ for Nulsen’s advertising.

Mr Trewern said the slogans aptly and simply explained to the community the vital work Nulsen undertook – “caring for our most valuable citizens”.

“Our new brand retains some history as we have been providing this service to the community since the 1950s,” he said.

“The launch of our new brand provides an opportunity to improve the perception of people with disabilities and put Nulsen on the map.”

Ms King said the brand and marketing strategy was chosen because it reflected the trustworthy and family-friendly nature of Nulsen’s business.

The central letter ‘L’ in Nulsen has been used as a foundation from which a burst of life springs, which she said had the dual purpose of creating a stylised tree form while directing attention, albeit subtly, to the number one.

Nulsen provides a variety services to the community and people with disabilities, acquired brain injuries and their families.

Services include supported accommodation, community development, therapy, creative development, alternatives to employment and respite.

Today, Nulsen provides support services to more than 100 people in 22 service sites located throughout the metropolitan area.