Brought Amicum into the 21st Century with a brand that reflects its specialisation and experience in the industry.

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Amicum are specialists in Aged Care and Retirement Living. They needed to raise their branding and website up to the cutting edge level of their specialised services.

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Challenge

Cooper Newman had a dated brand that didn’t speak to their cutting edge position in the Aged Care and Retirement Living industry.

Strategic Insight

During our strategy stage we determined that the current Cooper Newman brand architecture and naming vernacular dilutes the Cooper Newman Retirement Living value proposition. We subsequently recommended that Cooper Newman Retirement Living be renamed to Amicum.

In an industry where competitors claim the same outputs, the brand refresh needed to differentiate Amicum’s process and specialisation.

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Solution

Step Change built an Amicum brand vernacular based on stylish minimalism to portray its dynamic, modern stance within the industry. This brand toolkit will be able to be used for any future collateral rollouts and helps future-proof Amicum’s marketable value.

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