Japara Healthcare:
Everything begins with respect
Brand Strategy
Brand Identity
Brand Messaging
Art Direction
Custom Website
Marketing Campaign
Rob Sweeten
Lynton Crabb
eFront
Job Van Dort
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 Their communication was confusing and outdated, leaving prospective clients in the dark, while their website—the main consumer touchpoint—failed to meet usability and accessibility conventions. 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.
Beyond aged care cliché
Our focus was to reposition the brand as the leader in aged care. To do this we had to think big and go beyond your typical aged care clichés and instead, focus the brand on a purpose that would help to bring back some respect in this declining sector. We created an ownable idea that we could embed throughout the organisation, expressed at every touchpoint and changing the way we perceived aged care.
"Andrew and the team really looked at the core of the business and created a brand that spoke directly to the true heart of the organisation."
