The Hunter Medical Research Institute (HMRI), Australia's largest regional medical research institute, has launched a new brand as part of its mission to make the Hunter New England community the healthiest on the planet. The new brand is part of an ambitious business strategy aimed at leading change and supporting the health and wellbeing of the community.

HMRI's market research revealed a significant segment of the community that they have yet to reach, indicating potential for growth in brand awareness. The new brand and strategy aim to connect with and involve more people than ever before. The institute's new brand strategy is transforming from being clinical and complex to becoming approachable, relevant, and demonstrating dedication to community and collaboration. The new brand identity and position is 'We’re Taking Healthy Further'.

"We're implementing an exciting, ambitious and bold new business strategy, positioning HMRI to lead change and support the health and wellbeing of our communities. This new brand helps us on this journey as we confidently reconnect with the one million people across Hunter New England," said Professor Frances Kay-Lambkin, Institute Director and CEO of HMRI.

HMRI's in-house marketing team created the new logo, colours, fonts, images, and messaging within their own marketing budget. The new logo represents the dynamic and ever-evolving nature of the institute, symbolising their commitment to advancing the health and well-being of their communities. The new colour palette, including 'Unknown purple' and 'Discovery orange', reflects their modern, forward-thinking approach.

"We are transforming HMRI’s brand strategy from being clinical and complex to becoming approachable, relevant, and demonstrating our dedication to community and collaboration. This transformation is reflected in our new brand identity and position 'We’re Taking Healthy Further'," said Mike Collins, Head of Marketing and Communications at HMRI.

HMRI has developed an app to provide free 24/7 access to evidence-based treatment for depression, anxiety, and addiction, offering support to patients and their carers. The institute is also trialling a drug to slow the progression of Alzheimer’s disease, giving fresh hope to those at high risk of developing the condition.

"We’re working in the lab and beyond. We’re thinking long term and we’re always listening and learning from our community to help us shape our research priorities, so we can make sure we’re providing impact where it’s needed most," added Professor Kay-Lambkin.

"HMRI is a brand for people who want to be their most healthy, we want HMRI to be their choice because we turn our world-leading research into simple, practical and helpful advice so they can live their best lives," said Mike Collins.