The vision for the BlueCross brand was to change the face of aged care by focusing on wellness...
We redeveloped the brand to symbolise the consolidation of a number of other business acquisitions, while also communicating BlueCross’s positioning as a premium quality, aged care service provider.
The brandmark we developed depicts a butterfly, which, as a symbol of change and transition, reflects the move of older Australians to a different phase of their lives and their first engagement with BlueCross. It also creates an immediate impression of vibrancy and wellbeing that both resonates with the target audience and reflects the values and personality of the brand.
Scope: Brand audit, Consumer research, Internal research, Competitor review, Brand Strategy, Brand Identity, Tag line, Stationery, Brochure collateral, Building signage, Website design and production, Brand guidelines