Project Overview
Competition for health services and funding has never been so critical in the 130 year history of RDNS. Davidson has had a long term and preferred supplier relationship with RDNS and with the appointment of a new CEO and Marketing and communications GM, was given an opportunity to create a new brand and story for RDNS to take on the future.
The new logo is bright, positive and optimistic symbol. Lower case lettering reflects the modern, friendly and approachable nature of the business.
Project Commissioner
Project Creator
Team
Grant Davidson: Creative Director
Michael Callan: Design Director
Sam Osborn: Strategy and Client Service Director
Leo Redgrave: Finished Art
Project Brief
The demand for innovative and trusted healthcare is rapidly growing as countries face the twin challenges of an ageing population and increasing prevalence of chronic disease.
RDNS’ services and locations are rapidly expanding and with more energy in the organisation than ever, the executive considered it the perfect time to refresh the brand. That is, ensure the RDNS brand reflects who they are, what they stand for, what they do and how they do it.
Growth and innovation is redefining this great organisation, not just repositioning it. The development of RDNS’ new brand identity needed to reflect RDNS’ strengths and its fresh and optimistic outlook.
Project Need
We form emotional attachments to logos. We develop loyalty and allegiances to them,
because brands are about emotions and experiences.
This brand recognises the emotional underpinnings of the business and has created a brand that resonates with all stakeholders not just the end patients. Hospital Doctors, GP's and carers are all important advocates for the brand.
This new brand shifts from old to new, leveraging positives and building on them further. The logo is a bright, positive and optimistic symbol. It conveys hope, even in the face of
life’s darker hours. Lowercase ‘rdns’ lettering is modern, friendly and approachable.
The ribbon shapes of the symbol represent life’s journey. The twists and turns of life’s
changes and life changing events. The diversity of life and its people, experiences, healthcare challenges and circumstances.
The logo is an inclusive device. It features interconnecting colours and shapes
reflecting our special journey with clients, their families, carers, healthcare and
industry partners and our staff. And our logo is an emblem for holistic health and care. A living, flower-like symbol conveying the essence of good health, wellbeing and the inherent goodness of people and life itself.
Design Challenge
Through independent research with stakeholders and staff engagement through the organisation, Davidson developed a comprehensive understanding of the business and the emotive drivers for the brand.
Internal stakeholders were all inspired by different brands and businesses and our process ensured everyone in the project was engaged, but that our recommendations were robust to bring everyone together.
The applications delivered were wide and deep, from staff launch materials, business stationery, MS templates, website, uniforms, cars, service brochures.
A robust brand architecture that allows for a masterbrand approach but a family of communication materials targeting different audiences in different countries (including key markets in China), States and Territories.
Sustainability
One of the very exciting outcomes since re-branding is the Joint venture with RACV trialling Australia's largest fleet of electric vehicles. The brand identity lent itself beautifully to telling this unique story across the livery of 8 RDNS cars using this technology. The RACV were influenced by the RDNS brand story, its livery and the potential to align two trusted brands.
Additionally, every measure was taken to keep the carbon footprint to a minimum including specifying:
- FSC® certified paper
- Carbon neutral and recycled paper as standard stock items for digital and offset printing.
- Alcohol-free printing
- Vegetable-based inks and varnish
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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