Southern Cross Care in Western Australia (WA) is a nursing home provider, headquartered in Perth. As elderly care in Australia is changing to be more consumer-oriented, the organisation launched a new brand in January. The new brand was developed by Futurebrand, with a communications platform by 303MullenLowe.
The new brand is called Southern Plus. It is built around a realistic and positive approach to ageing. Visually, this is enforced through warm colours and typography with genuine imagery.
Transcending category clichés and the unrealistic ways in which ageing and the aged are portrayed, Southern Plus recognises the positives of the ‘third age’, highlighting the opportunity to do more with your life during what can be a time of new-found freedom. Southern Plus presents a life full of vigour, confidence and positivity combined with the sensitivity that comes from warmth, wisdom and experience.
The name itself speaks to the added extras, the additional value that Southern Plus can offer, as well as the brand's positive approach to ageing. The scale and legibility of the warm typography is designed to help consumers, some of whom may be vision-impaired, digest important and meaningful information in a clear and positive manner. Colour also plays the vital role of embodying positivity and helping to avoid the category clichés whilst also falling within vision impairment guidelines.
At its heart, the brand is user-centric by design – it’s intentionally clean in layout in the way that it focuses on service features and benefits, as well as highlights the positive little extras from a first-person perspective. - Futurebrand (archive)
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