Advance Morwell Case Study: Building a modern look to a longstanding community brand
When it comes to supporting small business and economic growth in regional Australia, it’s vital that local associations are visible, relevant, and digitally accessible. For long-standing organisations like Advance Morwell, that means more than just having a website, it’s about telling a compelling story that speaks to both long-term members and the next generation of business owners.
Advance Morwell is a passionate business advocacy group based in Gippsland, Victoria. Established in 1997, they have spent decades supporting the growth of small business in Morwell through collaboration, innovation, and community initiatives. In 2024, they invited us to help reimagine their brand and website to position the group for future growth.
Advance Morwell
What is the business and what do they do?
Advance Morwell is a not-for-profit business organisation that supports the local business community in Morwell, Victoria. Their mission is to create opportunities for business and the broader community through advocacy, collaboration and community engagement. With a strong history and deep local roots, they’re passionate about supporting small business success and encouraging civic pride in the Latrobe Valley region.
When did they engage in Content Queen Mariah’s Services?
Advance Morwell engaged us for a full branding and website refresh at the end of 2023 going into 2024. Their existing website was built on a restricted member management platform that was visually outdated and difficult to navigate. The goal was to modernise the brand, better reflect their core values, and make the online experience more appealing to younger audiences, new members, and potential volunteers.
What did we do?
We partnered with the Advance Morwell committee, led by Chair Graham, to refresh the organisation’s visual identity and bring their digital presence to life, even within the constraints of a limited web platform.
Here’s what the project included:
Brand refresh: New logo suite with multiple variations, a modernised colour palette, and refined brand values, mission and vision to reflect their evolving role in the community.
Website redevelopment: We custom-coded elements within their member platform to create a visually engaging, easy-to-navigate 7-page site, including blog content migration.
Copy and messaging: We conducted market research interviews with members to inform tone of voice and ensure the site’s messaging resonated with current and future members.
Social media assets: Delivered logo and branding elements formatted for digital use, including banners and profile graphics.
Committee collaboration: We worked in close collaboration with the volunteer committee to ensure approvals reflected both history and forward-thinking.
Results:
A modernised website that is both functional and reflective of Advance Morwell’s brand story.
A refined brand identity that appeals to a broader demographic, particularly younger audiences and small business owners.
Digital assets that can be used across platforms, with flexibility for future campaigns.
Strategic insights from real members to inform copy and future service improvements.
Words from the client:
“As Chair of Advance Morwell I worked with Mariah to refresh our branding and update our website (within the constraints of our member management platform). She provided excellent advice, was enthusiastic and informative. Most of all she listened and delivered exactly what we required."
“We are thrilled to have an updated website, a plan for improving our social media presence and a refreshed brand that visually connects with our former imagery. A great effort that has positioned us well for our future growth and renewal.”