Client: MyLeave
Project: Brand Rejuvenation
Project: Brand Rejuvenation
MyLeave (formerly the Construction Industry Long Service Leave Payments Board) is a Statutory Authority established to look after the long service leave entitlements of Western Australia’s 95,000+ construction industry workers.
Reason for change
The Board last changed its identity in 1989 (also designed by DIA Brands). However, new changes to Government legislation and a need to connect with a younger audience necessitated a rethink of the brand. The main issue being the Board’s name restricted future diversification and lacked relevance to a younger and more brand aware audience.
Change delivered
The first change DIA Brands implemented was a new name for the Board. MyLeave is short, sharp and memorable, and more importantly, relevant and descriptive. The new name also opens doors for the Board to manage the long service leave schemes in other industries. The second change was a new tagline ‘My time to enjoy’ that articulates clearly the benefits of the Scheme to members.
The brand rejuvenation was then completed with a new identity and look for the Board across every touchpoint. It was important through the redesign to transform the brand experience for members and give them confidence their long service leave was in excellent hands.
Services provided
Brand naming
Brand positioning
Marketing communications
Interior design
Signage
Advertising
Website
