#66: Rebranding with Purpose: Samantha Hunter on Transforming Occupational Therapy Australia

Branding isn’t just about a fresh logo—it’s about identity, strategy, and connection. And Occupational Therapy Australia (OTA) has embraced this philosophy in its bold new rebrand.In this episode, Olena Lima chats with Samantha Hunter, CEO of OTA, to dive into the why, how, and what’s next of their recent transformation. From crafting a brand that truly reflects OTA’s values and vision, to engaging members and ensuring a smooth transition, Sam shares valuable insights for any association considering a rebrand. 🔹 The journey behind OTA’s rebranding and why it was time for a change🔹 The strategic thinking behind the new identity, tagline, and colour palette🔹 How member engagement and an independent marketing consultant made all the difference🔹 Lessons learned from the process—including the importance of patience and storytelling🔹 What’s next for OTA, including their national conference and strategic growth plans And if you’re thinking about a rebrand, Sam’s advice is clear: buckle in—it’s a wild ride! To check out the OTA's new brand, go to https://otaus.com.au/news/stronger-together-the-new-face-of-ota