The Property Industry Foundation brings together the skills, expertise and donations of the property industry to build homes for homeless youth.

PIF wanted to simplify and clarify its brand message to connect more meaningfully with its broad audience, which includes the building industry and registered charities.

We reviewed the foundations of the PIF brand which included the mission, values and communication messages. PIF was clearly doing some great work but there were gaps in the PIF brand strategy.

Yes, the brand had a mission but in our discovery process, we found that the brand lacked a vision. PIF was like a ship without a compass.  And yet, it was clear what everyone was working towards at PIF. It was to end youth homelessness. For good.

Every night across Australia, there are 44,000 young people who are homeless. Getting every one of these homeless youth off the streets into a home can seem like an impossible goal for one foundation.

But what a powerful long-term goal to have.

Behind purpose, we believe a big audacious goal (BAG) or vision is the most inspiring and galvanising thought an organisation can have.

Having a clear vision inspired the rest of the PIF story, which included a re-articulation of the mission, values, brand manifesto and creative idea.

PIF’s brand expression of today is much clearer because it comes from a single source of truth. Ending youth homeless is the brand’s origin, current and future story.

It’s easy for everyone to get behind that message.

Do you have a vision for your organisation? Or do you feel your vision could have more BAG?

If any of the above is true, reach out.