Twenty10 is a not-for-profit charity based in Sydney, Australia, which primarily provides support to LGBTQIA+ people and their allies. Its key support services include social programs, youth housing, in-person and telephone counselling, inclusivity training, and advocacy. It has a small number of full-time staff, supported by volunteers and several part-time client services staff.

It was incredibly inspiring to get to talk to the passionate Twenty10 staff, from the Co-Executive Director to the client services teams. It was clear that the organisation does so much good in the lives of LGBTQIA+ young people, but also faces challenges in communicating who they are and how they’re able to help. I am honoured that I was able to play a role in helping the Board understand how to best portray their organisation to their current and potential service users
Matthew Flower, Consultant, Oliver Wyman


Oliver Wyman was engaged to provide strategic support to Twenty10’s board. Initially, the scope of the project was to develop a new digital strategy and visual identity. However, through our conversations with Twenty10’s staff and client services teams, it became clear that a key challenge was that Twenty10 lacked a clear organisational identity. For example, we learned that the name ‘Twenty10’ didn’t resonate with prospective new clients or their allies, such as parents. A quick glance at the website still left these clients and allies unsure about how Twenty10 could help them.

Therefore, the Oliver Wyman team changed its focus to identifying how Twenty10 could clarify its organisational identity to better serve the LGBTQIA+ community. Over the course of the 4-week project, we identified three key decisions the board could make to achieve this goal: brand narrative, brand architecture, and the name of the organisation itself. We developed various options and supporting materials for each decision and engaged with the Board on these topics across several Board meetings. 

We thoroughly enjoyed working with the Twenty10 team to help them formulate their vision, purpose and digital strategy. The leadership team and board’s passion for the role Twenty10 play in the community is inspiring and I am very pleased we had the opportunity to work together
Ed Emanuel , Partner, Oliver Wyman


A key outcome of the engagement was that we helped the Board make material progress in its thinking and decision making. First, we helped them clearly articulate and define long-standing challenges facing the organization, such as Twenty10’s complex brand architecture. Then, we helped the Board to move beyond circular discussions on these topics, and agree upon clear and decisive actions, including defining their organizational narrative and naming plans.