‘Ask Izzy’ is a web and smartphone app that makes it easier for people who are homeless or at risk of homelessness to access information about essential services, when and where they need them.

In 2015, Disruptive Media was approached for assistance with the naming and the brand. We partnered with Infoxchange 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 app, so we conducted several workshops with key audiences.

The insights gleaned from the research and workshops were pivotal to the name and branding we developed for the app. The name ‘Ask Izzy’ was chosen to reflect a very friendly, approachable, helpful character – all key characteristics we identified through our research.

Ask Izzy was officially launched in Melbourne by Prime Minister Malcom Turnbull in January 2016. With more than 350,000 services listed, and over 500,000 searches on the site since it was first launched, Ask Izzy continues to connect tens of thousands of people to the help they need.