Blue Cross Brand Identity

Blue Cross approached us to extend the opportunity, to redevelop
and consolidate the groups acquisitions and reflect their new position
in the industry.

To gain an understanding of Blue Cross Group's existing brand values, perceptions and awareness, we was engaged to conduct a thorough internal and external audit and research undertaking with the objective
of capturing the ‘big picture’.

A key consideration in our approach to brand strategy development was navigating the highly complex and tightly-regulated aged and community care industry.

After the research plan and intensive brand audit with Blue Cross internal and external stakeholders, Fresh could gauge existing awareness and perceptions surrounding the brand and from various vantage points.

With this information a new vision could be created with a clearly articulated brand promise, to relaunch this aged care group.

Once these details were communicated through the creative brief,
the final solution as chosen by Blue Cross was a brandmark depicting
a 'butterfly'. This symbol of change and its significance towards
transitioning through life, was an obvious outcome.

Originating from the brand promise of "vibrant communities and wellbeing", the tagline 'enriching lives' was created. Blue Cross
imagery depicted a vibrancy and sense of wellbeing that resonate
with the target audience. Imagery also upheld the values of
Blue Cross which are; dignity, respect, choice, integrity, fun,
engaging, and fostering independence.

A theme of wellbeing and vibrancy of life soon emerged moving away from any negative connotations normally associated with aged care.