Case Study
Cape transformation: a journey of discovery, co-creation and celebration
Industry
Not-for-Profit
What we did
Brand Launch
Brand Strategy
Logo Design
Market Research
Naming
Stakeholder Engagement
Visual Identity & Collateral
Insight
Unifying Cape Group (formerly Nadrasca), a respected leader in disability support, under a compelling, future-focused brand was a privilege. Facing a strategic crossroads, the organisation required an identity that respected its legacy while boldly amplifying its evolving ambition.
The solution was found through extensive stakeholder engagement and co-creation, which revealed a desire for a brand defined by resilience and empowerment. This led to the emergence of ‘Cape’ as the unifying force. Distilled from the idea of ‘everyday heroes,’ the new brand name is concise, memorable, and encapsulates the spirit of the organisation’s life-changing mission, igniting an inspiring outlook for its market expansion.
Creative Vision
The new identity needed to feel as uplifting and empowering as the mission itself. A contemporary, scalable identity system was created, grounded in the fearless principle: ‘Happiness is our superpower.’ The resulting design is a vibrant tapestry of bold colours, playful typography, and spirited imagery – a visceral expression of optimism and well-being.
The rebranding journey was executed in two phases: strategy and naming, then creative development. A comprehensive sector audit and a strategic definition of Cape’s market positioning and differentiation. This rigorous process yielded a revitalised value proposition and a tone of voice centred on core pillars: Live, Learn, Work and Play – establishing Cape as a disability support authority dedicated to celebrating everyday heroes.
The rebranding journey was executed in two phases: strategy and naming, then creative development. A comprehensive sector audit and a strategic definition of Cape’s market positioning and differentiation. This rigorous process yielded a revitalised value proposition and a tone of voice centred on core pillars: Live, Learn, Work and Play – establishing Cape as a disability support authority dedicated to celebrating everyday heroes.
Impact
The creation of the Cape brand delivered a profound transformation, establishing the organisation as a force reshaping its industry. Beyond aesthetics, the rebrand unified and empowered Cape, reflecting the resilience of its participants and employees.
Significantly, the refreshed visual and verbal platform created a clearer point of difference, enabling the business to communicate its evolved service portfolio and drive strategic market expansion. More than a name change, the rebrand represents a celebration of everyday heroes and a declaration that happiness is their superpower. By embracing its legacy and forging a bold new identity, Cape is now poised to empower and inspire for generations to come.
Significantly, the refreshed visual and verbal platform created a clearer point of difference, enabling the business to communicate its evolved service portfolio and drive strategic market expansion. More than a name change, the rebrand represents a celebration of everyday heroes and a declaration that happiness is their superpower. By embracing its legacy and forging a bold new identity, Cape is now poised to empower and inspire for generations to come.
Working with Collier Creative was a turning point for our organisation. As we prepared to merge with another long-standing provider, we needed more than a new look; we needed clarity of purpose, alignment of values, and a brand that could unite us from within.
Glenn Hodgkin, CEO, cape group
Collier Creative worked closely with our team to develop a new brand that captured who we are and where we’re going. Their approach helped us identify a shared purpose and set of values that resonated across both legacy organisations, creating the foundation for a unified culture and clear direction.
What set them apart was their ability to listen deeply, think strategically, and guide us through a complex transition with confidence. The brand they developed now sits at the heart of our organisation, aligning our people and positioning us for future growth.We’re proud of the result and grateful for Collier Creative’s role in helping us become one cape group.
