The new name for more than 150 years of care

The merger of two significant G21 Region not-for-profit organisations, Barwon Child, Youth and Family (BCYF) and the Bethany Group, with over 150 years of care, signals a new era of profound community impact and support. The new brand name, ‘Meli’, is inspired by ‘meliorism’ – the belief that the world can be made better through human effort. By embracing this concept and placing it at the heart of the strategic brand transformation, the new brand resonates with, and unites the community at large. Every individual and their unique needs are encompassed in Meli’s broadened service base that provides support across all stages of life.

Challenging sector norms of overt optimism and positivity, the visual system reflects life’s ups and downs – from the more serious moments, to the happiness of feeling supported. The brand’s ability to show realism and genuine understanding of life’s complexities is delivered through all the brand elements, from photography to illustration and the extended colour palette.

Client
Meli

We think business
Category mapping, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand name, brand identity, brand voice, key messages, brand guidelines, brand application