Dunlea Centre Boystown Rebrand

  • DUNLEA CENTRE (Formerly Boystown)

    COG Design is proud to deliver the Rebranding of this 80 Year Old Not For Profit.

  • The Brief. 

    The Dunlea Centre (formerly Boystown) approached COG Design with a brief to rebrand the business and supply a comprehensive suite of marketing services.

    The Dunlea Centre had not taken the required intellectual property action early on and unfortunately came up against a competitor who used and registered the same operating name, Boystown. This competitor was a lottery agency who was highly active in digital marketing and direct mail marketing, which began to directly effect the brand strength and effectiveness of brand communications for the Dunlea Centre. The challenge was to rebrand to the Dunlea Centre and manage the entire creative and strategic process.

    Over and above the broader brief was to create a brand that delivers against the services of the Dunlea Centre, and carries with it the same household values that Boystown has been doing since 1939 – but to now include girls!

  • The Client.

    Dunlea Centre provides family and individual therapy, academic and life skills education, and residential care for both boys and girls.

    Family Preservation and Restoration is the focus of the Dunlea Centre’s program. Dunlea Centre is also an out of home care service and students live-in from Monday to Friday, thus allowing the children and their family some space to bring about necessary changes.

    Dunlea Centre has undergone many changes over time as it has continued to respond to changes in society and the emerging needs of youth and families. In 2010 responding to the community need for a residential girl’s unit Boys’ Town Engadine became Dunlea Centre and established the Margaret unit to also help young ladies in need. Today as Dunlea Centre it is a comprehensive service to adolescent children and their families who are at risk of family breakdown, but who want to restore their relationships.

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  • The COG Design Solution.

    A comprehensive rebrand of all physical and digital touchpoints, also including a strategy to enable client-side autonomy and self management of brand and marketing assets.

    The rebranding strategy for the Dunlea Centre was to not only create a new identity, but to also challenge the old stereotypes of what this Catholic institution provided to society. The challenge was to also hold on to the values and brand equity that Boystown had become a household name for.

    A series of brand strategy workshops engaged key brand stakeholders, and all discovery and formal takeaway was then presented to the board of directors for formal approval.

    The solutions came as new brand identity, brand handling guides, communications strategy, creative direction strategy, digital strategy and strategic marekting campaigns.

  • The Results.

    A complete relaunch of the brand and business, supporting them all the way to their recent 80th year birthday celebrations!

    Dunlea Centre is now operating across both print and digital channels with its new identity, there are the resources and systems in place to capture data, measure brand value and marketing campaign effectiveness. Dunlea Centre is now a charity that is competitive in the charity and NFP sector, one that is very different to the landscape it launched in back in 1939.

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  • COG Design was founded over 10 years ago!

    We’re experts at generating ideas that connect brand to business.

    As a core Brand Design Agency, we have experience working in a broad range of industries and business sectors.

    Our design solutions deliver true measurable results for our clients, which is why we’re entrusted with hundreds of brands. Our focus is to build brand equity, ensuring business is supported by an active brand delivering leads, voice and value. Over the years we’ve gathered intelligence on each industry and have built creative portfolios on how to drive the best results for our clients through innovative design and branding.

    To the right are just some of the clients that we’ve worked alongside to help them achieve their Design, Branding and Marketing Communication goals.

    If you or your business want to get serious about Brand Design then you can trust COG Design’s experience and knowledge base.


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What Our Clients Say

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    Steve Cope – Director Knockout Pest Control

  • We have worked with COG Digital for a few years now developing online marketing programs and running extensive Google Adwords management. Their strategies are on point resulting on year-on-year growth 3 years running

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    Karly Foster – Business Development Boystown Dunlea Centre

  • We gave COG Digital a big brief for social media leads, and as a Sutherland Shire charity with not a lot of budget to spend, they nailed it. Strategic thinkers with sound processes in place. They have a lot of knowledge and are willing to share it enabling our team to become better skilled along the way.

COG Design is a Sydney Brand Design Agency.

We’re design professionals managing our clients brands creative suite which includes all styles of communications across print, digital, radio, TV and experiential.

With the right design management tools the creative direction of any brand will form a cohesive business asset and deliver a performance based resource to marketing communications. The COG Design goal is to ensure all marketing spend towards creative is justified, managed and delivering results.

Our graphic designers and creative directors are strategic in how they view your brand and its visual communication. COG Design pursues commercial outcomes for our clients – we start with brand.

A brands creative direction is how the visual elements communicate the business, brand, product and service offers. People are emotionally engaged visually by big bold and bright graphics that cut through and make an impact. Then comes the streams of text and dialogue to reinforce that initial ‘turn-on’ moment.

COG Design provides creative direction solutions for all types of brands. With the assistance from COG Strategy our offer in directing creativity is well supported and considered – we ensure a professional and premium result.

Importantly our Sydney based design team understands that all our clients brands are different, and that’s why the COG Design team love our job.

To have your brands Creative Direction managed call the
Sydney Branding Agency (+61 2) 9523 6007

Ready to build brand equity with sharp creative direction?