The Brand Agency and MSWA unveil Life Not Limits

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The Brand Agency has partnered with MSWA to breathe new life into the charity’s brand with a fresh strategy and vibrant creative platform – Life not limits. The charity brand is shifting gears from self-proclaimed ‘neuro experts’ under the “We know neuro” tagline to embrace the people-centric approach which has established MSWA as a household name for the past 50 years.


The campaign places the focus back on the people that matter most: West Aussies living with neurological conditions.

To capture this authentically, extensive consultations with clients, frontline employees, executives, supporters, and event participants were key drivers of the project.

MSWA is a diverse organisation which provides essential support and services for thousands of people with neurological conditions across WA. It also runs exciting campaigns, events and major fundraising initiatives to support the delivery of services and research – including the famous MSWA Mega Home Lottery.

Brendon Lewis, The Brand Agency Business Director, said: “The clear brief was to craft a unique brand narrative that resonates throughout the entire organisation and allows the community to easily connect MSWA’s brands in market.

“Our challenge was to create a brand positioning that embraces the entire range of MSWA’s offerings.

“From the Mega Home Lottery to providing services and research for those with neurological conditions – they’re different worlds. We aimed to bridge the gap, bringing them together while tailoring messages for their distinct audiences.”

Tony Millar, Chief Marketing Officer at MSWA, said: “It was a privilege to tell the authentic stories of Thrill Seeker, Chris, and Social Butterfly, Susan, who truly embody the concept of ‘Life not limits’.

“A part of our marketing mission is to transform the way people perceive MSWA – from a brand that runs a lottery to a charity dedicated to supporting those with neurological conditions to live their best lives.

“The Mega Home Lottery is a big part of our organisation’s history, but we need to broaden that understanding. This includes switching the spotlight to our core purpose and why we truly exist. The most authentic way of doing that is through telling real stories with real people.

“We are hugely excited about the next phase of our brand evolution, and we are sure that Life not limits will set MSWA up for future sustainability and success.”

The grand reveal of the new brand took place during the live announcement of the MSWA Mega Home Lottery’s Grand Prize winner on Seven News on 13 November.

The brand has now infused its inspirational spirit throughout the organisation and state-wide service centres, sporting a new design system across collateral, website and social pages.

The media strategy is an integrated mix of large format OOH, social, dynamic digital, audio, and video, strategically synchronised with the MSWA Mega Home Lottery for maximum impact.

Client, MSWA
Chief Marketing Officer, Tony Millar
Head of Marketing Strategy & Engagement, Debra Packer
Senior Marcomms Officer (Brand), Marianne Green
Senior Marcomms Officer (Content), Emily Ace
Senior Digital Marketing Officer, Pash Atukorale
Senior Marketing Officer, Belinda Sherry

Agency, The Brand Agency
Executive Creative Director, Dean Hunt
Creative Director, Steve Straw
Art Director, Jess Sutton
Copywriter, Blanche McKie
Head of Design, Dan Agostino
Senior Designers, Mindy Lee, Kate Pelosi and Clayton West
Finished Artist: Julian Farnan and Nicola Commons
Executive Producer, Nicole Beer
Senior Producer, Courtney Reid
Senior Strategist, Emma Ridley
UX Designer, Joe Damiano
Digital Technical Project Manager, Pete Boston
Technical Lead, Carmelo Rigoli
Business Director, Brendon Lewis
Senior Account Manager, Christina Tilenni
Account Executive, Alex Crouch
Head of Media and Analytics, Ang Naaykens
Media Planning Director, Kate Pugh
Media Buyer, Jovana Maletic
Media Technology Director, Ashleigh Sligo
Media Technologist, Lorna Bagnall

Production Company, Beautiful Pictures
Director, Renee Webster
Photography, Simon Westlake
Music, Forest Studio

The Brand Agency and MSWA unveil Life Not Limits The Brand Agency and MSWA unveil Life Not Limits