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The Arthritis Foundation of South Africa
Rebranding
Elevated the foundation’s profile, creating a unified brand voice aligned with mission and values.
Date
2019
Foreshore Place, 2 Riebeek St, Cape Town, 8000
When I joined the Arthritis Foundation of South Africa, the organisation lacked a dedicated marketing and communications function. The absence of clear brand identity and structured communication limited visibility, stakeholder engagement, and fundraising potential.
GOALS
Establish a dedicated marketing and communications function.
Strengthen brand identity and voice.
Improve stakeholder engagement and fundraising opportunities.
Expand reach through digital and traditional channels.
APPROACH / ACTIONS
Designed and implemented a comprehensive rebranding initiative, including refreshed messaging, visual identity, and marketing collateral.
Established policies and procedures for media, branding, and communications to create long-term infrastructure.
Revitalized the organisation’s magazine and newsletter, expanding to digital channels to grow readership.
Launched strategic campaigns and events to highlight the foundation’s mission and attract international partners.
Developed and managed a robust digital presence, including social media, email marketing, and website improvements.
KEY ACHIEVEMENTS / RESULTS
Rebranding success: Elevated the foundation’s profile, creating a unified brand voice aligned with mission and values.
Growth in engagement: Increased magazine readership and advertising sales by 215% within six months.
Fundraising impact: Designed landmark events that attracted international recognition and opened doors for new partnerships.
Sustainable systems: Built a lasting marketing and communications infrastructure that continued to drive growth.
TAKEAWAY / REFLECTION
This project demonstrated how strategic marketing and communications can transform an organisation’s visibility and impact. By creating sustainable systems and telling compelling stories, I was able to equip the Arthritis Foundation with tools for long-term growth while building stronger connections with stakeholders.
This patient-focused non-profit aims to support individuals living with arthritis and related conditions through education, advocacy, and access to resources. I led the organization's strategic rebranding, established a dedicated marketing and communications function, and built sustainable marketing systems to revitalize the foundation.
