Shifting Perception to Proof
Good Cycles had built one of Australia’s most successful social enterprises — creating meaningful jobs for young people facing barriers to work — but their market perception hadn’t caught up with their impact. Externally, they were still perceived as “a bicycle shop that does good”, rather than a contract-ready partner delivering high-quality services, with measurable ESG outcomes for their commercial clients.
Audience & Perception Analysis
We reframed Good Cycles’ brand platform around proof, performance, and professionalism — shifting away from perceptions of charity toward measurable commercial impact. Through interviews and stakeholder workshops, we uncovered how corporate, government, and philanthropic partners misunderstood “social enterprise” as a feel-good initiative rather than a credible, contract-ready operator. This insight became the foundation for repositioning Good Cycles as a trusted delivery partner creating tangible ESG outcomes.
Data leveraged as powerful evidence in all messaging and media storytelling
We transformed Good Cycles’ data into a powerful storytelling asset — positioning metrics like 88% workforce retention, $3.9M in verified social value, and 15-month average employee tenure as indicators of business performance, not charity success. These proof points anchored all external communications, enabling Good Cycles to speak the language of corporate and government procurement.
Cohesive Narrative Across PR, Brand & Stakeholder Comms
We embedded a unified narrative across every channel — from brand messaging and investor decks to media storytelling. Our communications strategy elevated Good Cycles as a leader in ESG-driven employment innovation, with media coverage spanning business, policy, and human-interest press. The result was a brand story that balanced credibility with compassion — inspiring action while meeting the commercial expectations of major partners.
Our strategy sessions were impeccable. The team completely understood our business, concerns, constraints and opportunities from the start. Our strategy day was one of the best we've been a part of (across our different roles and previous workplaces). The strategy considerations were 10/10.
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Zoe Ottaway
Head of Marketing
Framing for Commercial Growth
By uniting brand, data, and communications, we helped Good Cycles speak the language of business and government, inspire investment in youth employment, and elevate their model as a benchmark for sustainable impact.