BRIEF: 

Brightwater required a review of its brand strategy, responding to developments in the market in part brought on by changes to the funding arrangement for aged and disability care by the state and federal governments. It was also recognised that the brand was not adequately representing the hopes and aspirations of Brightwaters clients, employees and stakeholders in its public persona and marketing communications.

SOLUTION:

Brand strategy workshops were conducted with the senior management team and the disability services team to uncover the businesses objectives, core offering, values, personality and brand essence. 

The findings of the workshops were consolidated and then, informed by the market research, extrapolated to help define a new brand model that set a competitive pathway forward for Brightwater now and into the future.

The new brand values were then tested within the organisation, receiving strong positive feedback from employees who embraced the positivity and vitality of the new brand.

The rollout of the new brand included every touchpoint within the organisation from marketing collateral, to a new website design, building and vehicle signage, employer branding, internal communications and above the line marketing communications.