Shifting perspective to enablement
Parafed Wellington has a 50 year history enabling people with disabilities to stay active. However, their brand focused more on disability than on enablement.
Through research, workshops, and surveys, we helped them find their voice, a refocused vision, and translated this into a new brand, including the creation of their new name - dsport. It encapsulates diversity, personalities, and above all brings their energy, commitment and tenacity to the forefront. Ultimately sport was the connector, with disability represented by a lower case d.
The new brand and website has helped to focus existing members and attract new people to the organisation. Most importantly - it has given pride to people taking part in the dsport activities.