Client: CHPA
Leo Creative was engaged by the Australian Self Medication Industry (ASMI) to help them rebrand in 2019. ASMI was the industry association representing Australian manufacturers and distributers of consumer healthcare products, including non-prescription medicines.
Leo Creative worked with the CEO and senior executives in early 2019 to help prepare the business case for the rebrand. The work involved design audits (including competitor/comparator research), name development, logo design and brand identity design. It was clear during that process that “self medication” had unhelpful associations for the organisation. Another key consideration was ensuring that key stakeholders including members were engaged throughout the process.
In April 2019, ASMI members voted to change the name to Consumer Healthcare Products Australia, “to better represent the industry in which our members operate”. The new name “also brings us in line with our international counterparts, CHP Canada and CHPA in America.”
