Leading Aged Services Australia
CASE STUDY: Brand and visual identity for relaunched aged services peak body.
Leading Age Services Australia is the new national peak organisation for all providers of care, services and accommodation for older Australians, with representation across Australia in each of state. It was launched in 2012.
Although an evolution of an earlier organisation, LASA was launched with an extended vision. Ellis Jones was tasked with first defining and then articulating the new brand through imagery, visual identity and a written value proposition. Key to the success of the project would be facilitating the input of many diverse and influential stakeholders and gaining consensus for a final approach.
Brand identity development articulated a member and stakeholder experience. Our designers then proposed development of a dynamic logotype in which state branches could apply colouring that would resonate with local members. This had the dual outcome of generating engagement with the new branding and visual identity. Designs were applied to all corporate livery and a new national magazine, LASA Fusion. Ellis Jones communicators also developed a prospectus and supporting brochures for launch day.
Ellis Jones’ knowledge of aged care and member group strategies gave us a unique ability to produce a compelling and highly differentiated brand in record time. The identity embodied the energy and optimism of the new organisation and played an important role in establishing it’s evolution and relevance.