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Centre for Multicultural Youth (CMY) is a not-for-profit organisation based in Victoria, providing specialist knowledge and support to young people from migrant and refugee backgrounds for over 30 years. Today, CMY is Australia’s peak body for multicultural youth affairs.
But despite numerous successes in its casework, they needed to chart a course for the future, taking a more proactive and vocal role in youth affairs, and diversifying its offering to include commercial business advisory services.
Its heavy reliance on Government funding meant CMY needed a structure with greater freedom to innovate, ideate and support multicultural youth, by diversifying revenue streams beyond government.
CMY needed a strategy to position them as the shaper of systems, attitudes and behaviours that create the society we all deserve.
We worked with CMY to develop a new brand positioning focused on their role in shaping culture. Built around a nuanced understanding of their audiences, including young people, migrants, case workers, partners and the media, this informed a new approach to their brand architecture, messaging and go-to-market.
CMY shifted from being humble change makers to passionate culture shapers.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
