The client
Introducing LINC
More About the Client
Community Services and Support Not For Profit
LINC, standing as a beacon of hope for over 40 years, has dedicated itself to serving the Lithgow community with unwavering commitment. This not-for-profit organisation prides itself on its holistic approach to ensuring the accessibility of services, underpinned by deep-rooted values and beliefs.
With a focus on supporting individuals from diverse backgrounds and life stages, LINC’s reputation as the go-to community services brand for Lithgow residents is well-earned. Their anticipation of the community’s future needs further underscores their role as a proactive and caring pillar within the locality.
The problem
Assessing LINC’s NFP Brand Presence
Reframing the brand and delivering online
LINC’s journey towards reinvigoration began with the realisation that their brand was not fully reflecting the broad and dynamic nature of their community services spanning Youth Services, Community Development, Aged Care, Counselling, and Disability support. This gap hindered their ability to connect with newer demographics and effectively communicate their role as a leading community services brand in Lithgow, NSW.
Additionally, LINC saw the need for an integrated website to improve user experience and accessibility. Their existing website lacked the functionality and SEO optimisation necessary to reach a wider audience, limiting their visibility online and the community’s access to vital services. Recognising these obstacles, LINC turned to Soto Group to strategically overhaul their brand and digital presence.
A Comprehensive Rebrand Strategy
Brand Reinforcement
Soto Group embarked on a collaborative journey with LINC, initiating a group wide brand audit and workshop with 11 key stakeholders representing each services division, to unearth the core values and aspirations that would shape the future of their community services brand.
This process allowed us to refine their brand identity, and develop detailed brand guidelines that truly reflected LINC’s mission and the holistic nature of their services.
Digital Transformation
Sustainable Impact
Our holistic approach extended beyond the immediate rebrand, focusing on the long-term impact and sustainability of LINC’s brand and digital footprint. Through the implementation of strategic SEO and advanced website functionality we established a solid foundation for LINC’s continuous growth. This strategy not only elevated their community services brand but also equipped LINC with the tools to adapt to future community needs and digital trends.
