Huon Regional Care rebrands with campaign to positively position the transition into aged care

In light of the Royal Commission into aged care, Common Ventures has completed a rebrand of aged care service provider, Huon Regional Care, and launched a campaign to reveal how the organisation’s home care service can help its clients stay in the comfort of their own home.

The campaign has been developed to show how Huon Regional Care can ease the transition into aged care, positioning the change as a positive one.

15 and 30 second TVCs have been produced, alongside a series of long form content videos, in which Huon Regional Care Home Care clients share their stories.

For the rebrand, Common Ventures was briefed with creating a visual identity that better reflected its personal service and home care offering. The agency worked to reposition the transition into aged care as a ‘change for the better’. The new butterfly logo was designed to represent that change in a simple and positive way.

The butterfly logo was designed to represent the transition into aged care as a positive change

The agency executed a new logo, website, colour palette, style guide, signage, uniforms, pamphlets and sales collateral.

Brian Merrifield, ECD at Common Ventures, explained the repositioning of the Huon Regional Care brand.

“Deciding on aged care service provision can be complicated, stressful and time consuming for many elderly people and their families. We’ve created a new brand identity for Huon Regional Care which has been designed to reflect that while this time can be one of uncertainty, it can also be one for positive change, which the butterfly motif so beautifully captures. For the commercial and content series, who better to highlight how Huon Regional Care can be a change for the better than those who use its services,” Merrifield said.

Barry Lange, CEO at Huon Regional Care, said in a statement: “Common Ventures have created a strong and clear brand for our business reflecting our broad range of services for elderly Tasmanians. We’re delighted with the result and will be rolling it out across the business in coming months.”


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