Helping Guide Dogs NSW/ACT see beyond.

The Garden Agency reinvigorates the brands internal story to embrace a transformational shift.

The Garden Agency
Dec 16, 2019 · 3 min read
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Guide Dogs NSW/ACT (GDN) engaged The Garden Agency to reinvigorate its internal brand story and communications in a way that empowered employees, clients and other key stakeholders to embrace a transformational shift.

For more than 60 years, GDN has provided services to people with blindness and low vision that assist them to lead safe and independent lives.

Now, a confluence of factors has changed the way the Not for Profit sector seeks to deliver superior services to clients, and better value for donor dollars.

“A significant increase in ageing Australians living with blindness and low vision is leading to increased demand for our services. Also the introduction of the NDIS means there is more choice and control for our clients. We needed to re-focus our mission moving forward to ensure we are meeting client needs.” said Guide Dogs NSW/ACT CEO, Dale Cleaver.

In particular, internal initiatives are helping re-shape the way the organisation works to ultimately help guide clients to independence, seek new ways to prevent blindness, and create connection with communities into the future.

It’s during this transitional phase, that The Garden Agency came into play, developing an internal communications campaign that brought to life GDN’s new purpose and values with employees and client advisory groups.

“We started by defining the internal ‘See beyond’ brand story, then looked at the purpose, values and the ideas that would support this values-based culture and inspire collective action around GDN’s future.” said Jodie Metaxiotis, Partner, The Garden Agency.

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With the launch of the new purpose and values, communications were updated to feature action-oriented messaging and a richer graphics library with modern, vibrant visuals and an expanded colour palette. These changes were supported by a ‘Let’s go together’ call to action — raising inclusivity and engagement across the organisation.

From the beginning there was also a high emphasis on designing for accessibility to mirror GDN’s inclusive values — all messaging, graphics and icons were designed in accessible formats and easily translatable across screen readers, no matter the audience.

CEO, Dale Cleaver was excited to see the purpose and values — developed by staff and client groups — given an identity.

“The level of engagement has been outstanding — everyone really ‘gets’ it and is very enthusiastic.” Dale said.

“The Garden Agency’s commitment to understanding both the organisation and our customer, combined with their insight and creativity, delivered an exceptional result. It’s never just a transaction with The Garden Agency; they’re invested in your future,” he added.

Brand strategy and creative: The Garden Agency
Organisational transformation program: Bendelta

About Guide Dogs NSW/ACT

Guide Dogs NSW/ACT exists to enhance the independence and safe mobility of people with blindness or low vision, and allow them to remain connected to their communities. Guide Dogs relies heavily on generous donations from the people of NSW and the ACT to fund its services.

To find out more visit

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The Garden Agency

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