Putting people at the heart of a brand
Working closely with growth consultancy Being Iconic, Concert was engaged to develop a new brand identity system for Aurora Healthcare (formerly 'Healthecare') — Australia's largest specialist private mental health provider, and leading provider of rehabilitation services.
After a comprehensive audit of the current brand and competitor landscape, the deliverables included establishing a brand and sub-brand architecture, logos and specialist sub-brands, hospital signage, way finding concepts and brand guidelines.
Their brand essence 'people are at the heart of our brand' constantly guided the direction and development of all concept work. The final outcome is a contemporary and flexible identity and colour palette, which directly relates back to the brand's core focus — people.
Strategy and planning Being Iconic.
