Ask Izzy (Infoxchange)
Background
‘Ask Izzy’ is a website that makes it easier for people to access information about essential services, when and where they need them.
Infoxchange was the key organisation driving the website’s development, in partnership with Google. The Ask Izzy website lists more than 500,000 health, welfare and community services, empowering people to take control, easily find location-based services, and get the support they need.
Approach
Disruptive Media partnered closely with the website working group to determine the objectives and strategy underpinning the brand. Central to the approach was an in-depth understanding of the characteristics and needs of the end-users of the website, so we conducted several workshops with key audiences and took to the streets to talk to potential end-users of the website.
The insights gleaned from the research, workshops and conversations were pivotal to creating the name and associated branding we developed for the website. The name ‘Ask Izzy’ was chosen to reflect a friendly, approachable, helpful character – all key characteristics identified through our research.
In addition, the name Ask Izzy avoided any direct reference to ‘homelessness’ or other social services, as our research showed that many potential users of the website would feel more comfortable with this approach. The use of a character-based name is non-stigmatising and also avoids alienating people that do not consider themselves homeless, but that might benefit from the website’s services.
Projects
- Workshops, research and brand strategy development
- Design, development and production of key components of brand – name, visual language,
logo design, key messages and straplines - Branding style guide to ensure correct usage and help build a strong, consistent identity
- Interface design
Achievements
- Officially launched by (former) Prime Minister, Malcolm Turnbull
- Website has been used for more than 5 million searches to date
- At event to mark 2-year anniversary since Ask Izzy’s launch, a frequent user said: ‘When we’re feeling lonely, we can ask Izzy a question’. The user felt like they have a friend in their pocket, reflecting the true story of the impact of the branding and demonstrating how effective branding can help bring products and services to life.
