Bankstown City Aged Care is a leading charitable aged care provider with more than 300 live-in residents and 280 In-Home Support recipients and Wellness Centre visitors.
Bankstown City Aged Care was facing new legislation and was, for the first time in their 50-year history, going to be playing in a market where consumers had a significant amount of choice — this heralded the entry in the market by multinational operators, requiring the facility to begin selling and marketing their services.
We found an emotional tie between the residents of Bankstown and the Bankstown City Aged Care centres.
We then created a value proposition that joins together the residents, the staff, and the community — which identified the true benefits of the Bankstown City Aged Care brand.
We completely revised the brand look and feel, including logo, website, and photography to show off the true points of difference — which is care.