Murray’s Initiative
For over 60 years, Murray’s Initiative has been a lifeline for people across Scotland affected by alcohol, drugs and trauma. Originally called the Glasgow Council on Alcoholism, later becoming Glasgow Council on Alcohol, the organisation was in need of an entirely new branding strategy - and a new name - as the 60th anniversary approached.
SCOPE
Rebrand, communications, website, digital strategy, editorial processes, photography, video editing, media support and event management
SCOPE
Rebrand, communications, website, digital strategy, editorial processes, photography, video editing, media support and event management
Our research into the name Glasgow Council on Alcohol uncovered a number of serious stumbling blocks that was holding this charity back
People thought they were a council-run body
Some assumed they only worked in Glasgow
Others believed they focused solely on alcohol issues
In reality, their work spans mental health, wellbeing, family support and community resilience. The brand no longer told the full story.
A foundational change was needed.
While the work to develop a new name, brand and digital strategy was going on, we also worked to support the charity in other areas, including media management, video editing to support the 60th anniversary celebration, and communications advisory.
Using footage shot by the Murray’s Initiative team, we created a video to explain the impact the charity has had over the last 60 years.
During the rebrand project we assisted in other areas where we could, including this media event in which Marie Todd MSP, Minister for Drugs & Alcohol Policy and Sport, met Murray's Initiative staff, volunteers and clients.
The new name, Murray’s Initiative, honours the charity’s founder, Sir Alistair Murray, while clearly signalling a modern, human charity supporting people from all walks of life.
Rather than a top-down rebrand, we built a collaborative process involving staff, counsellors, volunteers, trustees and leadership. A dedicated Rebrand Focus Group helped shape the naming, tone of voice, visual identity and messaging.
The result is a brand the whole organisation believes in - and one they can confidently stand behind.
This wasn’t “just” a rebrand.
We worked with Murray’s Initiative to ensure their new identity acts as a strategic platform - supporting funding diversification, partnerships and long-term resilience.
Crucially, it also reassures service users that what matters most hasn’t changed: the same trusted team, delivering the same essential services.
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Aragon
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“Working with The Marketing Department on our rebrand to Murray’s Initiative has been exceptional. They really took the time to understand who we are and what we needed. They brought clarity, creativity and strategic support from shaping our new identity to guiding us through media engagement and our 60th celebrations event.
Their team has been responsive, insightful and genuinely invested in our success.
I am delighted with the results and would happily recommend them to any organisation looking for a trusted marketing partner.”
— Lesley Ross, CEO of Murray’s Initiative
“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
