Building a Foundation for a New National Body
The Association was being established from the ground up, with a national launch date fixed for early August. Peer workers, government, funders, employers and consumers all needed to understand and trust the new organisation, and each of these groups needed a different message. Compass Studio ran a discovery workshop with the Association's leadership before developing any positioning, then built a branding, messaging and content strategy designed to carry that complexity without losing clarity.
Understanding a Multi-Layered Audience
Peer workers bring intersecting lived and living experiences that needed to be represented without flattening them into one voice. First Nations peer workers required distinct cultural consideration, and government, funders and employers each needed the value of peer work explained in different, practical terms. Compass Studio built a messaging architecture that gave the Association a consistent identity while speaking directly to what each audience needed to hear.
Speaking the Language of the Consumer Movement
The mental health consumer movement uses language that deliberately moves away from clinical and diagnostic framing. Compass Studio built the Association's tone of voice around this distinction from the outset, so every message reinforced trust with the community it was created to serve.
Preparing for a Sustainable Membership Model
The Association's future depends on moving from a government-subsidised membership period to a paid model. Compass Studio built the case for that transition into the strategy from day one, framing membership as a contribution to a stronger collective voice rather than a fee to be justified later.
"They understood our niche audience with ease and produced an amazing communication strategy for us that we use on a weekly basis."
Danielle Bament
General Manager
A Strategy Ready for National Launch
Compass Studio partnered with the National Mental Health Consumer Alliance to build the brand, positioning and messaging foundation for the Australian Association for Mental Health and Suicide Prevention Peer Workers, the first national body to represent this workforce.