The People Behind The Institutionsasma
IndustrySports & Health Science
In BusinessSince 1977
When SASMA first approached Inversion in 2016 to build their website and take over their branding, we were excited.
It would give us a chance to dive into and enhance the vital role that SASMA, as an institution, plays in the South African sports and health scene.
Having worked with sports brands before, we knew how to position them in the market. With SASMA being a non-profit, we understood the importance of approaching the project in a holistic manner, taking the opinions of the long-standing members into account.
We discovered that the people behind the SASMA brand were from a diverse array of fields, including doctors, biokineticists, physiotherapists, chiropractors, podiatrists and neuroscientists.
It was these people who would fuel our rebrand.
Our Customised Journey
The first insight we gained from our research into SASMA was that there is modernity in diversity. We were able to move on from there and find what needed fixing. Our strategy team realised it was more of a cosmetic fix, which we could effectively implement.
While the educational content and accreditation offered by SASMA was in demand, the positioning and presentation were outdated. We needed to refresh the image and bring the brand into the present.
For the SASMA redesign and strategy we focused on a simple yet effective takeaway: “modernity is diversity”. This meant taking what makes SASMA special (the diversity of its specialists) and marrying that to the audience the NGO helps.
We were able to find the golden thread capable of positioning SASMA.
What Did We Deliver?
By focusing on building a more inclusive brand image, we were able to help SASMA attract younger members. We provided authentic brand messaging, eye-catching visual elements, and a more intuitive website.
This brought the band into the modern world, helping them to grow their membership base by 40% during our three years with them.
SASMA is an older organisation, but with our help, they avoided falling into the trap of believing that how a brand represents itself in the digital world does not matter to members.
Transforming SASMA Into A Fresher Brand
We developed a sleek, modern logo that brought the SASMA brand into the present. The refreshed branding we designed was simple yet eye-catching, helping to reposition SASMA as a more contemporary organisation.
With Inversion’s strategy and rebranding, SASMA was no longer dated, and now appealed to a younger, more vibrant audience.
We transformed SASMA into a fresh, capable and trustworthy brand that now draws in a larger audience of members.
Revitalising An Established Brand
We were able to accurately portray the SASMA brand to the world, and have made the existing members proud of their association with the name.
SASMA has been our client for five years, and now after having successfully brought them into the future, we watch them continue to support the lives of the men and women of South Africa with precision, dedication, diversity, and authenticity.