Good Shepherd
Australia New Zealand

The challenge

Unify the organisation around its mission, stakeholder experience and purpose; and embed this into our brand, marketing and culture.

The Story

Engaging with over 200 people across the organisation through consultations, qualitative research, discussions and co-design sessions we embraced the core Mission of Good Shepherd, listened and heard the voice of their people.

Understanding what drove them as people, their origin story and their ambitions for the world they wished to create was important. Developing empathy for the people they help every day was critical in developing a strategy that was empathic, and ultimately authentic to the voice and ambition of the organisation. 

Inspiring leadership teams to re-imagine what it meant to be a leader at GSANZ. Moving HR teams to re-look at how they would develop a values-led culture driven by organisational purpose, and helping everyone within the organisation across Australia and New Zealand align with a narrative that spoke to the heart of a Mission that saw the value in each person and worked hard to make right the inequalities in our society.

Our work

Brand culture strategy
Stakeholder workshops
Stakeholder research
Stakeholder surveys
Org-wide consultation
Brand architecture
Strategic reviews
Brand personas
Brand customer experience
Qualitative research
Quantitative research
Staff co-design sessions
Experience mapping
Brand voice

Questions we answered

How might we better define
who we are?

What do we value most and how does that align with our people?

Who is the person at the core of our Mission?

How does our brand come to life in our culture?

How do our values influence behaviour?

How do our values, our identity and our purpose come to life in client experience?

What do we stand for, and why?

How do we define our identity?

What kind of leaders are we?

© Tank Pty Ltd

We are based in Melbourne, Australia, and our work is conducted across our nation and in various cities around the world. We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of the nation we live and work in and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.

Our commitment to Indigenous Australia