Ngala's brand story
As Senior Copywriter at Lush, I worked alongside Ngala’s marketing team on their rebrand. We won this contract after a creative pitch process where I wrote the pitch deck and was involved in concepting with the agency’s creative strategist. Following the win, I wrote Ngala’s new brand story for internal and external audiences.
Brand story
The story of Ngala is a community story. It’s the future of Western Australian families who are guided by our 129 years’ experience in parenting and child development. This guidance has the power to give parents and carers a sigh of relief, a feeling that they’re in safe hands with our team. But this is just the beginning. We believe that parenting can be a joyful and rewarding experience, while children are given the best opportunities in life. This is what we call, Raising Happiness and it takes a village.
As a connected team of parenting professionals across WA, our actions towards Raising Happiness are based on research, evidence, and learned experience in this space. Your children will face challenges, seek out opportunities, and triumph over hurdles, all the while discovering their world. Ngala is there to support you on this journey with your child, every step of the way.
In the same way that your child’s world is made up of a collection of experiences and encounters, our story includes all the people who make up Ngala, including you. You are the story of Ngala. You are Raising Happiness.
Internal stakeholders
You make Ngala what it is. When you work with a family, you become their light within an experience that can feel daunting to say the least, and impossible to hint at a reality we often encounter. With 129 years of service in Western Australia, we combine research and evidence with emotional intelligence to help raise happy children. Your intuition doesn’t just come from a guess or a hunch, it comes from knowledge, experience, and a deep passion for your work. That’s Ngala. And every role in our organisation is part of the journey towards our goal of raising happiness.
What do we mean by ‘happiness’?
Happiness is the feeling of support and connectedness that a parent feels when they first contact Ngala. It’s their sigh of relief. Happiness is about creating a safe space with warmth and community; supporting a parent throughout all stages of their child’s life. Happiness is the journey towards a parenting experience that is joyful and rewarding. We believe that every child deserves the opportunity to be their best and, when it comes to a child’s happiness, we couldn’t define it better than Western Australian parents and carers themselves.
“Happiness is achieving a stable balance of emotions with the default of being calm and at peace with your place in the world and the world that surrounds you.”
“Myself and my family being healthy, abundant and cared for.”
“Living in the moments that life brings me and my child.”
Just like a child’s life is made up of a collection of experiences and encounters, our brand’s story includes all the people who make up Ngala. You are the story of Ngala. You are Raising Happiness.