Doutta Galla Aged Services

CASE STUDY: Strategic brand identity development to ensure the organisation’s functional and emotional offer are well articulated and differentiated from other providers.

Ellis Jones  •  Sunday January 6, 2013
Health & Ageing


In 2006, Doutta Galla engaged the services of Ellis Jones to develop a brand identity for the business. Ellis Jones developed brand associations, value proposition, and a new tagline. This was augmented with a new vision and values. An independent organisation that welcomes senior Victorians of all backgrounds, Doutta Galla’s passion for people and community is reflected in their services and facilities that are essentially people-focused and people-driven. 

Since this time, Ellis Jones and Doutta Galla have maintained a solid working relationship, working collaboratively on a number of projects including; philanthropic campaigns and events, surveys and market research, online campaigns and community engagement, design and re-branding, creation of marketing materials, media relations and advertising, and integrated marketing communications strategy. 


Through an established relationship, Doutta Galla and Ellis Jones have been able to tackle numerous challenges, keeping a solid vision and philosophy at the forefront. Doutta Galla’s core philosophy is that everyone in the community should have access to the quality of care and quality of life that best meets the needs of the individual. 

Our branding workshops uncovered that ‘companionship’ is what Doutta Galla becomes for both family and residents when they enter a facility. This is the underlying quality people are looking for: a companion in the ‘next stage’ of life and the reassurance that everything is going to be OK.

Ellis Jones’ challenge has been to ensure this image is maintained whilst making them a standout provider of care, knowledge and expertise in aged care.

Ellis Jones offers a rare combination of creative thinking, dependability and knowledge of aged care.”

Mark Anderson – CEO, Doutta Galla


The Doutta Galla value proposition was strategically developed to ensure the organisation’s functional  and emotional offers are well articulated.

Following the development of the brand and messaging, Ellis Jones has assisted the organisation in applying brand identity to keep interface points with the community:

  • All staff briefing, inductions and reception staff training
  • Company marketing and communications materials: Ellis Jones developed the company’s family and staff newsletters – “The Companion” and “The Connection”, facility brochures and standalone banners
  • Corporate livery – business cards, letterhead and power point presentations
  • Foyer renovation design
  • Company annual reports
  • Website redevelopment, content management and content creation


Doutta Galla now has a brand identity and strategy by which to activate it internally and externally.

Ellis Jones continues to provide expert, on-call marketing service to Doutta Galla which covers media relations, issues management, facility marketing, design and employee engagement.

Ellis Jones prides itself on the firm relationship established with Doutta Galla and the confidence instilled in both parties formed out of various projects.