For Purpose Aged Care

Having purchased and built several new facilities located in regional centres throughout Australia, parent group For Purpose Investment Partners sought to merge their existing businesses into a singular new entity. Thus Signature Care and Luson becomes For Purpose Aged Care.

This new entity wanted to take the opportunity for a refreshed evolution of the offering.

To understand the deeper needs and concerns we researched key facilities and spoke to staff and residents to get to the source of what really mattered to them. From this it was gleaned that the existing reputation of high quality care was real and the most valuable benefits for both groups related to to the intimate and personalised connection amongst local families and communities. Local staff serving local residents.

This valuable background formed the basis of our strategic approach. We worked closely with the leadership team to establish the essential brand pillars of purpose, vision, proposition, values and behaviours, employee value proposition, brand personality, tone of voice and brand narrative.

This provided a strong foundation for the identity design and we looked at several approaches to reflect this. The approach that resonated most centred around the visual language of local regional communities; the road signs, community centres, sports clubs and local pubs. A unique blend of familiar local heritage cues with a modern twist to reflect the state of the art facilities and technology that is not just a secure care facility but is genuinely home to loved ones and families.