The Situation
A portfolio of disparate brands, in a sector under siege, had created the perfect storm for Japara. Their communication was confusing and outdated, leaving prospective clients in the dark, while their website—the main consumer touchpoint—failed to meet usability and accessibility conventions.
The Challenge
Consolidate Japara’s aged care, retirement living and umbrella brands into a strong, unified identity, while ensuring each of their 56 homes and villages retained their local equity. In doing so, help counter the prevailing negative perceptions of the industry. All in all, a big ask.
The Solution
Think beyond the ‘care’ cliché and, instead, focus on the underlying motivation for its delivery—‘respect’. An ownable brand idea we could embed throughout the organisation and—expressed at every touchpoint—change the way aged care was perceived.
The Result
The design system we created for their brand refresh enabled us to produce a huge volume of work in a few short months, with new websites, new onboarding videos and 55 brochures among the deliverables. We also developed a wayfinding system for nationwide application. Internal activation initiatives generated marked increases in staff satisfaction and engagement, and our local area marketing produced exponential cut-through compared to previous years’ campaigns.