Refresh and design of the Southern Cross Care brand and website with an easy-to-use content management platform to help showcase their wide range of services and brand values for new and existing customers.
Southern Cross Care has been providing community care services across NSW and ACT for more than 50 years, but their brand and positioning in the market required a long overdue refresh. With heavy competition in the retirement and aged-care market, the brand needed to strengthen their position and build awareness for the values and services Southern Cross Care provides to everyday Australians entering retirement or requiring age-care support.
We started by investigating and determining what makes SCC special and the reasons prospective clients ought to think about enrolling in one of their retirement homes. This required a number of workshops with the client to determine the brand's primary point of difference and a visual style that would highlight their services and beliefs.
We identified that the idea of ‘individuality and diversity’ was at the centre of what the brand represented, allowing people from all cultures and backgrounds to enjoy life to the full, providing ways to boost their independence and build social connections within their communities.
We then looked at restructuring the website to enhance the customer experience, make it simpler to locate and discover more about SCC's values and services, and make the content more accessible and high-quality for retirees and others looking for help with aged care.
Our approach was to put the customer at the centre of the brand, using real quotes and images of people from SCC communities celebrating what makes them unique and what they want out of life in their senior years. The direction aimed to showcase how SCC enables people to enjoy their lives to the full in their own way and the support they provide within their communities.
We then looked to refresh the main logo and colour palette to help enhance the positive tone and spirit of the brand across their website and digital channels. From this, we designed and developed a new, fully responsive website with an improved site structure and navigation to enhance the user experience when seeking information for aged care services or looking for employment opportunities with SCC.
