Project Overview
Opal Aged Care (formerly Domain Principal group) currently runs 56 homes across four states and is one of Australia’s leading privately owned residential aged care providers. They provide specialist aged care - for dementia, palliative and respite care services, to Australians.
Principals was asked to develop a new brand strategy – complete with a new name, visual identity, design collateral and tone of voice – to signal and communicate the new direction of the organisation. We also advised Opal on the roll-out strategy in staff development and training for Opal’s 5,500 employees.
Principals was asked to develop a new brand strategy – complete with a new name, visual identity, design collateral and tone of voice – to signal and communicate the new direction of the organisation. We also advised Opal on the roll out strategy in staff development and training for Opal’s 5,500 employees.
Project Commissioner
Project Creator
Team
Principals
Sandy Belford - Strategy Director; Katherine Hunter - Planning Associate; Tui Horo - Group Account Director; Helen Spoor - Account Manager; Simon Wright - Executive Creative Director; Emil Makkar - Designer; Dean Varndell - Artworker; Hayden Matthys - Artworker; David Ing - Artworker;
XXVI
Hamish Cargill - Director of Brand Language; Carrie Dennes - Writer; Jared Bedford - Writer; Michael Thebridge
Project Brief
Our brief was to create a new identity that positioned Opal (the new name we created) as a specialist aged care provider with a distinctive approach to care and customer service.
We engaged employees in all states in the process of creating the new identity, in workshops and focus groups, so that we knew exactly what made Opal different, had unique insights that drove the direction of the new identity and were able to show how employees and management across the business had contributed to the new identity. We had all the information and insights to position Opal for leadership.
Project Innovation/Need
We created and researched the new name - Opal - with carers and family members and were confident we had a name that played to the company’s Australian heritage and mission. Their name works well for a number of reasons. Distinctively Australian, every Opal is unique and precious, communicating the value they place on providing outstanding care for residents and their family, as well as the staff they recruit.
The sector has a language and style of imagery that was common to almost all players and it relied upon images of residents and carers. There was nothing wrong with that but we wanted to add something that was interesting and relevant and played to their attitude of service and care. Yes, we would show images of residents but in the contest of a new fresh imagery style.
Design Challenge
The challenge was to create an identity that focused on authenticity and transparency, in a way that stood out in the market place.
The subject at hand isn’t an easy one. Clients and their carers are at a stage in their life where they’re faced with difficult decisions and emotions including confusion and guilt. That’s why it was so important to create an identity that uses an honest and real approach that changes people’s perspectives around aged care – to help them see it in a positive light.
Everything – the language, the stories we told, the imagery we used – had to combine realism with care, the difficult decisions people have to make, the hard questions loved ones ask of themselves, the dedication of our staff.
Principals teamed up with a florist and a photographer to develop fifteen flower and foliage brand images unique to Opal – these have been used as the primary lead images in the identity, supported by portraits of the residents. The images are vibrant, elegant and timeless and reflect the sense of comfort and reassurance that Opal offers its clients and their loved ones.
Effectiveness
The new name and brand identity was rolled out internally to all staff in June and was launched externally at an event in Sydney’s Royal Botanic Gardens – as part of a new partnership with Alzheimer’s Australia. This partnership is the largest this organisation has ever undertaken with an aged care provider – and will deliver specialist dementia training for 5,500 Opal staff.
The key outputs from the strategy, tone of voice and visual identity were brought to life in a brand movie, that tells the Opal Aged Care story.
The feedback so far has been all positive – from staff, carers and from Alzheimer’s Australia.
The brand movie is now included in all enquiry packs delivered to potential residents and their family – so more and more people can become familiar with Opal’s new identity. And more importantly, with the difference the organisation can make.
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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