Honouring Our Legacy, Embracing Our Future 

For over 50 years, the vibrant community of AHSPO has demonstrated impressive resilience in adapting to change and overcoming challenges. This spirit of change and constant evolution inspired an exciting new brand launch for our beloved organisation. In 2024, we began an exciting journey of rebranding in partnership with the Lekker Agency. Our goal was to create a renewed identity that celebrates our heritage while positioning AHSPO for continued relevance and growth into the future.To bring this vision to life, we engaged in deep reflection and strategic planning. Throughout the journey, we collaborated closely with association leaders to ensure a wide range of perspectives were considered, allowing the voices of our community to shape our direction.

‍Discovery and Brand Workshops

The process began with a collaborative discovery session, Lekker guided us through conversations about our brand values, identity, and story. We reflected on our journey and shared our aspirations for the brand's future. This early discussion helped us define what matters most—our values, objectives, and vision for AHSPO's next chapter.In the weeks that followed, we collaborated closely with Lekker through a series of engaging brand workshops. These workshops defined our brand strategy and direction, which would inform the design, comms, and collateral Lekker produced for our new brand.Our core leadership team was consulted throughout the process. The executive committee and ILG members were involved in all key decisions and played a significant role in influencing the new brand.

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‍Introducing the New AHSPO Brand

After a rigorous workshop process, Lekker embarked on translating the strategic ideas and insights, and exploring how they could bring them to life for our brand.Lekker  presented the committee with visual research of similar brands, organisations and sector adjacent case studies to give us an insight into our audience, and whatresonates with them - but also us. As a team we discussed the various visual directions we could steer the new brand towards , ultimately decided that having a modern, clean brand, but with a little bit of history, authority and trust.Lekker hit the drawing boards, going away for a few weeks to work on different concepts for what our logo, and our “look and feel” could be. Finally presenting us with 3 options - and letting the committee fight it out over which one was the best.

Luckily for us, they were all great and a consensus was reached - we loved the vibrant touches and colour palette of our chosen direction, but for the logo, we were unanimous with our choice - Lekker presented an option that was an elegant evolution of our legacy logo.This new logo has hints of the old one in the way the lettering is crafted and the repeating lines of the “A”, but is clean, modern and much more usable at different sizes as our brand shifts more and more into the digital space.Speaking of the digital space, that was the next step.

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What Happens Next 

Following the launch of our new brand, our next priority was to develop a new website.Our website has been designed to reflect our refreshed brand identity, enhance our communication, and improve our digital presence. We are excited to announce the launch of the first iteration of our new website, and we look forward to making further enhancements as time goes on. Throughout this project, we conducted a thorough audit of our existing website and identified valuable features, functionalities, and areas for improvement. By collaborating closely with Lekker Agency, we focused on creating a user-friendly, visually appealing site with an improved navigational experience.

As we step into this next chapter with a refreshed brand and renewed purpose, we remain connected to our past while moving forward into a new future. The new AHSPO brand is more than just a visual update; it's a commitment to evolving with members, staying relevant in the changing landscape, and continuing to foster a strong and connected community.