 a grassroots program with huge potential to grow significantly vitalway needed help with maturing their brand identity and better defining their market positioning while they relied on a strong reputation and substantial impact their varying services weret well understood by their market we went straight to the source their stakeholders through interviews we were able to shape a picture of the wider market while we were unable to speak directly with vitalways at risk youth participants for privacy reasons we learned from others who use and refer to vitalways program alongside our customer insights we engaged in desktop research to learn about competitors and contemporary services in vitalways market space our deeper understanding of the perceptions and realities of vitalways industry guided us in writing a brand narrative for vitalway that truly reflected their unique positioning these insights contributed not only to their brand strategy but also their business strategy aligning these two pieces to ensure the vitalway brand always works towards the organisatios business goals a powerful purpose requires a visual identity that holds the brand with certainty and conviction being mindful of the humans vitalway serves we developed a visual system that pays respect to the companys past and paints a clear image of a bright future vitalway helps at risk teenagers to change their futures realigning these teenagers with their values and emotions allows them to thrive amidst challenging circumstances in a way they often dot believe could be possible at new word order our purpose is to make a meaningful difference to peoples lives this project is yet another example of how we help brands to reach more people with their life changing services 