Vasey RSL Care (VRSLC) provides home care, residential aged care, affordable housing and veteran support. To strengthen its business sustainability, VRSLC needed to appeal to mainstream families and younger veterans beyond its traditional (and ongoing) focus on the ex-services community.

New strategic priorities of growing the home care business and building its capacity to provide cross-generational support to the veteran community required reaching and acquiring new customers, and generating significant philanthropic support.

Ellis Jones developed VRSLC’s previous brand strategy, visual identity and digital presence. More recently, our research and comms teams had completed a range of customer and market research, as well as marketing and fundraising strategies.

What we learned was that the values VRSLC holds dear continue to be admired by mainstream Victorians, but too much focus on ex-services in brand activations and marketing would not support reach into new markets; and, a contemporary, differentiated presence was required to compete effectively for new customers.

Furthermore, the aged care sector does not have enough workers, so competition for existing talent is extreme. VRSLC wanted to use the new brand to develop a compelling employee value proposition and attract talent.

Working closely with the executive leadership and comms team, the work comprised:

• Market and competitor brand research
• Brand identity workshopping with customers and employees
• Development of a strategic brand identity
• Development of a unique new visual identity
• New logo and naming system
• Brand activation workshopping
• Digital UX research and design
• Marketing campaign creative assets and messaging
• A full suite of branded communication materials
• Fundraising strategy and philanthropic investor memorandum/prospectus for the new V Centre veteran empowerment program
• Design and development of a new digital presence, including a new website (produced with development partner, TenTwo) and a suite of eDM and social assets.

The brand strategy continues to differentiate VRSLC among other aged care providers for its distinctly Australian egalitarian and community values.

The new visual identity sensitively evolved the previous brand, offering continuity with a clear break from the past. It is bold and contemporary while honouring tradition. And, it appeals to the mainstream target audiences of the expanding home care business as well as ex-service community members.

The new brand provided the opportunity to re-introduce the organisation and its contemporary value propositions to existing and new customers, driving referral and recognition.

Employees expressed pride in the new branding and actively supported its communication.

Ellis Jones assisted in philanthropy market analysis and onboarding of a new fundraising manager to raise support for the V Centre  (Read about Ellis Jones’s enterprise modelling and service design for the V Centre here).

Visit:  vaseyrslcare.org.au