Claremont Counselling
When we rebranded Glasgow Council on Alcohol as Murray’s Initiative, the aim was not simply to modernise its identity. We created a broader, more adaptable brand that could support the organisation as it expanded its services, reached new audiences and developed new sources of income.
Claremont Counselling puts that strategy into action. The new service enables Murray’s Initiative to offer affordable, professional counselling to adults across the UK, generating unrestricted income while extending the organisation’s long-established commitment to improving health and wellbeing.
SCOPE
Brand strategy, design, messaging, web design, advisory
We helped shape the service’s positioning and messaging, created its student-facing campaign materials and developed a focused landing page designed to turn interest into bookings. The Claremont identity gives the service a distinct presence while retaining the credibility of Murray’s Initiative and its more than 60 years of experience.
Technology is central to the project. Clients can choose an appointment, book their session and pay securely online, creating a simple and convenient journey from first visit to confirmed appointment. The system also reduces administration for Murray’s Initiative and allows the service to operate more efficiently as demand grows.
We have previously implemented similar booking and payment technology for two other counselling and therapy organisations. Applying that experience to Claremont has allowed us to build a proven digital journey around the needs of both clients and the charity, giving the service every possible advantage in a competitive marketplace.
This project demonstrates what effective income diversification looks like: identifying an opportunity that fits an organisation’s purpose, creating a credible offer around it, and using branding, marketing and technology to turn that offer into a sustainable new source of revenue.
It was critically important from the start that the rebrand be executed with a minimum of disruption for staff and the clients. The sheer volume of touchpoints was quite a challenge, and we worked with the Murray's Initiative team to make sure the rollout was smooth and that the team had the right assets they need for their jobs - everything from the correct templates on their computers to appropriate language to explain the need for the rebrand to a range of stakeholders.
“This rebrand gives Lesley and her team a platform for the future: with all of the deficits of the old name and style now gone, they can now evolve their income diversification and sustainability strategy and look at other areas they can work in, and other communities they can support.”
— Christopher Graham, Founder & CEO, The Marketing Department
