Rebranding project

Why rebrand?

The AHTA is embarking on an exciting rebranding project this year, building on earlier groundwork. The project will run from April – October 2026.

To rebrand means to fundamentally change how we are perceived. It involves altering our core identity—such as our logo, messaging, website and communication channels – to signal a clearer, stronger and more visible identity to members, partners and the community.

This is about sharpening how we present ourselves, strengthening recognition, and positioning us for the future. It’s not a change in who we are, but a clearer, more confident expression of our purpose and the value we bring.

This project will help us bring to life our Marketing Plan.

Who are StoryFolk?

StoryFolk is an Australian brand and communications agency that specialises in helping organisations clarify their identity and tell their story more effectively.

Their approach is always collaborative. They run workshops, gather input from stakeholders (members, patients, referrers, board and staff), and then translate that into a clear brand position, narrative, and visual identity.

In a rebranding context, they will help us to articulate who we are, why we matter, and how to express that consistently to key stakeholders across everything we do.

How can I be involved?

This project will involve extensive communication with members.

Members are invited to:

become a member of the Steering Committee
participate in co-design workshops and or
participate in surveys.

The Steering Committee will meet four times over the five-month project and include:

Cassandra Cook QLD
Colette Zemlijc QLD
Belinda Hession NSW
Julia Wild NSW
Lai (Annie) Leung NSW
Jade Bickley-Tyler WA
Katie Anderson QLD
Brigette Evans NSW
Cassandra Atkinson
Jemma Lewis, OPC Health VIC.

If you have any questions, please do not hesitate to contact Wendy Rowland.

Stage 1

Stage 1.0: Research & Discovery

• Review existing brand assets, communications, and messaging
• Understanding the AHTA’s background, mission, vision, goals, and values.
• Reviewing current brand
• Competitive and sector analysis
• Gathering insights on member and key stakeholder perceptions and understanding.

Stage 1.1: Strategy and Co-Design
• Facilitate workshops with key stakeholders
• Approx 8 hours of workshops and interviews
• Testing perceptions of peak body authority vs individual hand therapy practices.

Stage 1.2: Concept & Ideation
• 4x Brand storytelling themes
• 4x Brand visual moodboards
• Presentation document with key findings from research & discovery.

Stage 2

Stage 2.0: Design Development

Translate the agreed brand strategy into visual concepts; logo, typography, colour palette, and imagery.
Present multiple creative directions grounded in the strategic foundation.
3-4 Directions
Refine 1-2 preferred directions based on feedback, polishing the concepts to deliver a cohesive and impactful visual brand. Examples include:
- Logo (motherbrand)
- Tagline creation
- Colour
- Colour Accessibility
- Typography
- Iconography
- Imagery
- Tone
- Layout.

Stage 2.1: Implementation & Refinement

Feedback applied to the DD stage
Brand and identity are further refined
Final feedback of brand identity Included
Refinement of tagline, if required.
Output of creative assets
Assets saved to a custom portal
Purchase of font(s)
Art direction finalised
Commission or produce photography, videography, and/or illustration.
Ensure inclusive, diverse representation aligned with the new brand tone.

Stage 2.2: Guidelines

A full brand toolkit: Logo files, usage guidelines, accessibility checks, colour codes, typography rules.
Online portal: Brand elements saved and organised into an online portal for ease of use
Example applications.

Stage 3

Stage 3.0: Digital Kick-off & Website Strategy

Align on website goals, priority audiences, and success measures
Review current site, pain points, and key member journeys
Define site structure and page priorities
Confirm Member Jungle platform constraints and opportunities
Establish accessibility, mobile, and content considerations.

Stage 3.1: Website Design Development

Design high-fidelity homepage concepts (x2)
Define visual hierarchy and accessibility approach
Develop layouts and styling guidance for key page types
Explore design solutions for core modules (events, CPD, directory, shop)
Iteration, alignment check-ins, and homepage approval.

Stage 3.2: Design Rollout & Site-wide Application

Apply approved design across remaining website pages
Ensure consistent brand application site-wide
Provide styling guidance for constrained module pages
Improve clarity and usability for key content and resources
Final stakeholder review and design sign-off

Stage 3.3: Website Build Support

Prepare and hand over final design files, assets, and guidance
Design walkthroughs with Member Jungle developers
Support implementation through structured feedback loops
Review staging/hidden pages before launch
Ensure design intent, usability, and maintainability are upheld.

Stage 4

Stage 4.0: Digital Kick-off & Website Strategy

Deliver a high-value starter pack of core brand assets and templates. These are tailored to the AHTA's needs.

The specific assets will be defined collaboratively as the project progresses, ensuring they respond to real operational needs. This work would be delivered as a secondary phase, supporting a smooth and practical rollout of the refreshed brand. These could include a mix of the following:

annual report template
email signature system
business card template
PowerPoint presentation template
Mailchimp or EDM templates
Canva brand templates
research and reporting templates
social media post templates
fact sheet and service overview templates
and pull-up banner or display materials.