NeuGen
Reshaping ISCOS Regen Fund’s Narrative For Influence and Impact
Overview
When an individual goes to prison, the impact extends far beyond the individual, deeply affecting their families. The sudden loss of a breadwinner, the absence of a parental figure, and the accompanying social stigma create a cascade of hardships. Children, in particular, are vulnerable to issues such as low income, erratic parental behaviors, strained family relationships, and poor academic performance. Studies indicate that these factors increase the likelihood of low educational attainment and the risk of future criminal behavior known as intergenerational offending.
Consulus was engaged to help NeuGen refine its brand, impact, and communication strategy to reflect its mission of combating this phenomenon. The project involved a comprehensive review of NeuGen’s brand and messaging, using Future Resilience by Design, a 3-in-1 approach that included business model evaluation, strategic purpose definition, and a sensory experience for data presentation. The goal was to address brand confusion, enhance donor engagement, and ensure the fund’s narrative resonated deeply with the community to “Empower a Neu Generation to Break Free.”
Project Information
Industry: Social services, Community rehabilitation, Non-profit/Social Enterprises
Location: Singapore, Asia
Type of solution: Future Resilience by Design (Formerly PurposeCORE)
Client: NeuGen
Year of completion: 2022
“We have to do our best to make sure that this group of people, this group of young kids, [receive] every support that society can give to ensure that they at least have an equal chance to pursue a dream of their own and not be handicapped at the very beginning of their life.”
Defining the Foundation
Consulus employed a 3-in-1 approach to review NeuGen’s existing processes, systems, and capacity. This involved a thorough analysis of the company’s business model, organizational culture, and brand experience. The approach combined statistical models with creative thinking to define NeuGen’s strategic purpose and business model. A sensory experience was introduced to present data and secure buy-in from key stakeholders with the goal of establishing a powerful and engaging method for communicating the fund’s new direction.
Translating Vision into Action
The project underwent several phases, starting with gathering existing data and clarifying the brand’s fundamental character. In addition, Consulus developed two potential messaging tracks, focusing on narrative, name, and visuals. These tracks were then validated through online focus groups with the board, staff, industry partners, and select donors. This validation ensured that the proposed narratives were well-received and aligned with NeuGen’s goals.
Strengthening the Approach
The final phase involved reporting the findings and presenting a communication strategy. The strategy focused on reducing brand confusion between ISCOS and NeuGen, while emphasizing a narrative of empowerment, and breaking free from environmental constraints. While the new brand aimed to be bold and modern, it retained visual elements of the ISCOS wings to symbolize the empowerment of future generations. The implementation included prototyping donor communication and engagement strategies to enhance impact and clarity.
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