Creating a new brand personality for one of Perth's leading care providers.
Brightwater approached Blackbox to undertake 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.
Blackbox undertook a review of existing market research to gain an insight into the key customer segments and their mindset. It was vital to understand the highly emotional nature of the category. Brand strategy workshops were then conducted with senior management to uncover the businesses objectives, core offering, values, personality and brand essence, plus the substantiation to the claims being made. The brand strategy work formed the basis of the brand identity design brief. Alternate design solutions were developed and presented. The rollout included practically 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.