Broadwick Connect
Business Naming | Brand Strategy | Brand Identity Design | Website Design & Development
Broadwick Connect is an innovative climate action company. Their purpose is to protect communities in times of disaster. Broadwick Connect uses commercial-grade, geospatial technology to track and manage people's movement in real-time, enabling disaster response teams to have sophisticated tools in place to help save lives. Broadwick Connect works to close the gaps in existing emergency communication systems to ensure critical information is shared to the appropriate recipients to inform timely actions.
A Bold New Identity for a Critical Purpose
When Broadwick Connect approached us, they had a challenge: they had reorganised their existing company to pursue a new funding goal but needed to establish themselves as a new brand, to position themselves as a leader in emergency response technology. The requirement for the complete rebranding process, a name, a brand identity, and a new website, left us with the opportunity to create something that would lead a serious position in the sector by separating them from their previous attempts.
Our Approach: Designing for Recognition, Connection, and Action
Developing the brand meant providing broad, technical details, impact, and stakeholder confidence while showing the life-saving potential of their technology. Some key strategic decisions were:
Appeal, Broad vs Niche: The new name needed to be broad enough to allow for future growth and diversification, while being specialised enough to be relevant to emergency response and geospatial technology immediately.
A Change in Visual Identity: A purposeful transition away from the high-alert, urgent aesthetics that are typical of the emergency services sector, towards a colour palette and design language that is more authoritative and approachable. The intention was to be distinctive while still familiar in the space.
Impact-Led Messaging: Rather than explaining how their technology worked, the brand would promote on real-world impact – how their work saves lives and improves disaster response time.
Website as a Conversation: The website needed to provide an information hub of success stories, collaborations, and outcomes rather than simply informing visitors about the service. The goal was to provoke engagement and conversation rather than simple contemplation and scrolling.
The Outcome:
A website speaks for itself, modern, professional, and specifically tied to the communities it serves.
The final website positions Mura Connect as a professional business partner and a meaningful culturally significant brand. Visitors will now experience a seamless and appealing interface that mixes modern corporate standards with Indigenous storytelling.
Clarity of Impact Messages: The copy was structured to help the user immediately understand why they should work with Mura Connect and what Mura Connect's mission and services are.
Intuitive Navigation: Menu items were streamlined, and content was organised to make discovering key information more user-friendly.
Authentic Representation: Positive user experience through combinations of custom illustrations and carefully selected Aboriginal art symbols to represent Mura Connect Mission, and ultimately their commitment to communities and connection.
muraconnect.com.au
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