Project Overview
As part of a brand reinvigoration with Australian Unity, we came up with a suite of fun, way-finding illustrations to help users navigate the sometimes confusing world of Independent and Assisted living. With the shared goal of reinventing the traditional approach to this department, we worked closely with Australian Unity to create a large library of respectful, invigorating, realistic and authentic depictions of the Australian Unity lifestyle.
Project Commissioner
Project Creator
Team
Boyd Roberts
Emma Baldwin
Emelye Lovell
Project Brief
Bellman worked with the team at Australian Unity to reinvent their Independent and Assisted living sector. As part of the project, we needed to think of a way to help first-time clients visually navigate the application and onboarding process for each department.
Project Innovation/Need
Our goal with this project was to change perceptions of Australian Unity Independent and Assisted living. With the first point of contact with this sector generally being an application or information pack, we wanted to make these experiences as invigorating, welcoming and exciting as possible.
Completing these forms had previously been viewed as an overwhelmingly confusing chore, so our intent was to make them (and the accompanying information collateral) aspirational and enjoyable to complete. To complement this new direction, we developed a visual language through custom icon illustrations in a style that embraced the tone of voice we had also created.
The overall feeling still had to be very respectful, so we chose a simple and thoughtful style that really reflected authenticity. We also developed a series of patterns using the icons to be used throughout the brand.
Design Challenge
The overall challenge was to break the process of onboarding new clients in minimal, simple steps, and visually represent each step in a way that was clear and concise yet original and bespoke. Icons were developed for use throughout the brand for items such as ‘disability services’ and ‘hospital transition program’. Another challenge faced was how to illustrate these categories in a way that wasn’t typical, flippant or disrespectful. It was important to us that these icons should capture the way Australian Unity carries out services and treats customers.
Effectiveness
The illustrations were very well received by the client, fulfilling the brief to be authentic and respectful. The icon suite we created is now a key strategic tactic used by Australian Unity to simplify the user experience process, while still injecting a touch of personality and lightness into the application and on boarding process.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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