Branding case study – Presbyterian Aged Care
Presbyterian Aged Care (NSW & ACT) sought us out for a contemporary rebrand to carry their message of providing a comfortable, peaceful and positive life in their aged care facilities. It was important to remain true to the organisation's links to the...
Presbyterian Church, but to also be welcoming to a wider range of potential clients. Our graphic design team met the brief with an elegant, light butterfly logo, complete with a subtle cross, that encapsulates the freedom and grace offered to all residents at a Presbyterian Aged Care facility.
A complete rebrand requires a thorough cycle of research and development, and we put three designers onto the project to generate a vast series of logos. Our research had revealed that it was mainly daughters who arranged care for their parents, which influenced our choices as far as colour, typography and shape went. After creating many prototype designs, our team of three worked together to synthesise the best possible logo. The resulting butterfly design is built out of a merging of the Christian cross with the flames of the Presbyterian Church. Through experimentation, we moved away from primary colours and presented a purple hue, combining the stability of blue with the vitality of red, to convey the wisdom and independence inherent in life at a Presbyterian Aged Care facility.
Once the logo form was chosen, we completed the rebrand by applying the butterfly design to a broad range of collateral, including stationery, signage, vehicle graphics, advertising, a website concept and brochure design. We drew from the principles of the logo to inform these complementary designs, creating a colour palette that matched the purple to a serene eucalyptus tint, as well as photography showing facility users enjoying themselves in a relaxed, independent and happy mood.