The brand launch is supported by an awareness campaign, We are WEHI.
Australian medical research institute, the Walter and Eliza Hall Institute, is embarking on a new era of scientific discovery with a new brand name, WEHI, and accompanying brand line, ‘Brighter together’.
In collaboration with The Shannon Company (TSC), the brand has evolved to better align the Institute’s external positioning with its very positive internal culture and highly regarded approach to research.
The brand launch is supported by an awareness campaign, We are WEHI, which closes the gap on the emotional connection to the important work the Institute does every day to improve the lives of people globally.
The campaign focuses on promoting the areas most fundamental to WEHI’s success, namely its collaborative teams, and the support of long-term partnerships with donors, consumers and government.
TSC behaviour change leader Michael Daddo says the new brand honours the 105 years of research excellence that WEHI is globally renowned for and the original vision of philanthropists Walter and Eliza Hall, that still drives its researchers today.
“The new brand design literally uses the way microscope ‘lights’ come together to create a point of illumination – ‘brighter together’ – which also highlights the emotional truth of the way WEHI research," Daddo says.
“The creative concept picks up this theme and focuses on the ‘WE’ in ‘WEHI’, further emphasising the collaboration inside the institute but also with the broader community.
“In effect, the WEHI and TSC teams have created a mnemonic to assist recall, with the ‘WE’ becoming ‘We are’ used throughout the brand assets. This not only gives them relevance but flexibility as WEHI continues, through collaboration, to make scientific breakthroughs for the benefit of not just Australians, but people worldwide.
“Ironically while WEHI was busy making great strides in COVID-related research, the WEHI team, our team and partners were working on the new brand under tight COVID restrictions.
“All strategy and creative workshops ran virtually and, with no filming allowed in metropolitan Melbourne, the content was shot in Castlemaine in regional Victoria, with our creative team overseeing proceedings via live streaming from our homes in Melbourne."
WEHI joint head, communications and marketing at WEHI, Liz Williams, says the rebrand encapsulates the company's long history.
“We’ve worked closely with The Shannon Company to ensure a final product that pays homage to our proud 100-year history, but also reflects the WEHI of today – a place where the brightest minds collaborate and innovate to make a difference in all of our lives," Williams says.
“The initial response has been really positive, and we’re excited to embark on this new era of WEHI."
The new brand has launched with a TVC running across Melbourne, Sydney, Perth and Canberra from 26 October and supporting OOH and social.
Credits
CLIENT: WEHI (Walter and Eliza Hall Institute)
Carolyn MacDonald, Liz Williams, Tali Caspi
CREATIVE: THE SHANNON COMPANY
Creative Director: Stuart Nightingale
Creative Team: Kerry Hodge, Jaksen Daddo, Harry Bastin
CLIENT ENGAGEMENT &
STRATEGY: THE SHANNON COMPANY
Kate Griffiths, Gemma Clancy
Lily Tidy, Sharon Bullen
PRODUCTION: THE FILM COMPANY
Director: Richard Keddie
MEDIA: BENEDICTUS
Georgia McNaught, Joshua Marsh
PR: ALT/SHIFT
Elly Hewitt, Georgia Harman
