"In undertaking our first ever brand strategy exercise I was uncertain. I have found Untangld fantastic to work with, at all times respectful and engaging in their interactions. They provided insightful and thought provoking advice on how to best develop a brand strategy that spoke to who we are and want to be in the future. We are extremely pleased with the outcome and have no hesitation in using them again."
Carmel Guerra OAM Chief Executive Officer Centre for Multicultural Youth
Setting the scene
Centre for Multicultural Youth (CMY) is a not-for-profit organisation based in Victoria, providing specialist knowledge and support to young people from migrant and refugee backgrounds for over 30 years. Today, CMY is Australia’s peak body for multicultural youth affairs.
But despite numerous successes in its casework, they needed to chart a course for the future, taking a more proactive and vocal role in youth affairs, and diversifying its offering to include commercial business advisory services.
Its heavy reliance on Government funding meant CMY needed a structure with greater freedom to innovate, ideate and support multicultural youth, by diversifying revenue streams beyond government.
Real Challenge
CMY needed a strategy to position them as the shaper of systems, attitudes and behaviours that create the society we all deserve.
We worked with CMY to develop a new brand positioning focused on their role in shaping culture. Built around a nuanced understanding of their audiences, including young people, migrants, case workers, partners and the media, this informed a new approach to their brand architecture, messaging and go-to-market.
Strategy
CMY shifted from being humble change makers to passionate culture shapers.
Culture Shapers became a call to every person, community and organisation, helping create the ripples of change from CMY to the mainstream.
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