• Huon Regional Care

    Rebrand and full campaign

 

The Brief:

Huon Regional Care is an Aged Care service in the Southern Tasmania. Its approach has always been highly personal – they are well connected to their local community and their flexible service caters for every need from palliative home care to facilitated care.

The Problem:

The existing brand didn’t reflect the high level of personal service Huon could offer. It also did not alleviate the concerns and complexities associated with Aged care. As such, our brief was to rebrand Huon Regional Care in its entirety. This included website, all assets, colour palette, style guide, tone of voice, signage, pamphlets and sales collateral. 

Primary Objective

Create a striking visual identity for Huon Regional Care that would stand out in a competitive set of sameness.

Secondary Objective

Create video content, both long-form and TVC, that showcases Huon Regional Care’s Home Care service.

 

When it comes to health care, palliative care or residential care, the process can be complex and is often very emotional. Our approach was to reposition this process as a ‘change for the better’.

Flipping the connotation of aged care from the negative to a positive, allowed us to diffuse any stigma immediately whilst having the flexibility to talk about Huon’s breadth of services.

Common developed a new logo and visual identity that encapsulated the idea of positive change in a very simple, relatable way. That coupled with well selected and shot photography, repositions Huon Regional Care to be different in a category riddled with outdated thinking.

Aged care is a personal matter for all involved. As such, we opted for an authentic storytelling route for our video assets, as opposed to a traditional sales message.

Based around the simple truth that with Huon’s Home Care service, anyone can stay in their home for longer, we interviewed actual Home Care clients, asking them about all things Huon. These conversations formed the backbone for stories, essentially creating mini-documentaries.

As part of the rebrand, Common completed a full re-design and re-platform of Huon’s website.