Challenge

With over 30 franchised territories nationally (and growing fast), Just Better Care is one of Australia’s largest franchised providers of in-home disability and aged care. The continuing growth of the business led to Just Better Care engaging Ellis Jones to consolidate their communications and create a refreshed brand and visual identity.

Response

Ellis Jones’ brand and marketing strategists worked collaboratively with the design studio to evoke a brand essence of “possibilities”. The diffuse and disparate visual language of Just Better Care was audited, consolidated and then developed to a position befitting a provider of the scale of Just Better Care. Identity elements with a high level of existing equity were retained, such as core logotype and ‘hand’ mark, and new devices, such as the overlapping circular ‘petal’ graphic device were added. A more robust typographic hierarchy and system was defined and introduced.

Following from the visual identity refresh, a document system was designed that drew together core identity elements, creating a highly differentiated, coherent presence in an increasingly crowded market. Other promotional item applications have also begun to roll out.

Outcome

A style guide has now been implemented allowing every franchise to communicate coherently and consistently, from signage, to office fit out, to advertising and marketing material. An extended, customisable suite of brochureware has been rolled out across the country from a central distribution and ordering print system. Ellis Jones has also authored, edited and designed the brand’s periodical magazine, now relaunched as “Possible”, telling stories of customers and owners and what Just Better Care has made possible for them.

Ellis Jones and Just Better Care continue our strong working relationship and will soon be launching the “possible” campaign to activate the refreshed brand nationally.