Freemasons Victoria
Embracing Change
An organisation of good men, supporting each other, their families and the community. With a history spanning more than 170 years, Freemasons Victoria are embracing an era of change. Having appointed their first female CEO, it was time to position the brand to attract the next generation of members and breathe new life into this iconic organisation.
Freemasons Victoria
Branding
Creative
Design
Packaging
Strategy
The Goal
Refresh the Freemasons Victoria brand to appeal to men in their 30s and deliver a digital, social and eDM strategy designed to acquire members in this target market.
The Elements
Brand refresh making Freemasons Victoria more accessible to the target market.
Two responsive websites: one community facing, one for members only.
Digital Strategy encompassing social media and eDMs.
The Outcome
Jackett Delivered an outcome that achieved cut-through with their elusive target market and opened doors to a diverse new range of membership. Jackett worked in partnership with agencies Design by Pidgeon and Kenobi, to translate the FMV brand refresh across the digital space. The result is two built from scratch, beautifully responsive websites that deliver on brand, practicality and functionality. Digital rollout also encompassed FMVs social media assets and eDMs to ensure a consistent brand presence across the digital realm.