Kin

Kin Advocacy, formerly Ethnic Disability Advocacy Centre (EDAC), is a leading advocacy service centre that safeguards the rights of ethnic people with disabilities and their families. After 25 years, EDAC approached us with a unique challenge: to bring the organisation’s brand in line with evolving needs as they expanded to work with Indigenous communities.

Because they were expanding their work with First Nations communities in remote and rural Western Australia, EDAC recognised that it had to change the way it positioned itself, as they were no longer “just” focused on culturally and linguistically diverse clients. This new mandate for their work required a new brand purpose to ground their work with.

Recognizing how important EDAC’s community would be to its rebrand, we booked multiple discovery workshops after project kickoff to co-design much of the brand’s strategy and positioning. This included completing additional consultations with wider stakeholder groups: referring agencies, clients who had become board members, funding bodies, volunteer advocates, and family and friends who were often carers of clients.

Insights from this process then cascaded into a brand naming process, comprehensive brand strategy, consumer-facing brand tagline and messaging, full identity design, and publications roll-out.

Kin’s decade-long history with its former name (with all of the positive sentiments it brought for clients) meant that we had to thoughtfully design a series of naming workshops that would nurture buy-in with their community.

After months of consultation—including over 25 one-on-one and group interviews—EDAC relaunched as Kin Advocacy. "Kin" draws from concepts of people, community, and kinship that resonate with First Nations family structures. More importantly, it better represents who the organisation serves today while being easy to pronounce and remember—a crucial consideration since English is often a second language for both clients and staff.

Positioned as a steadfast advisor, Kin’s tone of voice and language is nuanced, respectful and confident. Similarly, Kin’s role as fierce protectors of the rights of people with disability meant using simple, everyday language to build inclusivity in communicating with their clients.