Going far beyond the original “website refresh” brief, Fresh revitalised the McKenzie brand by defining its personality, and creating a new visual identity and language for the future that gave it a more consistent look across all its facilities.
The McKenzie Aged Care Group is a family-owned company, providing high quality aged care services and accommodation across eight facilities throughout Victoria, New South Wales and Queensland.
To create a solution that embraced a more cohesive structure for the organisation’s eight separate facilities, and demonstrate the promise of an increasingly coordinated network of care - with a bold vision for the future and a shared sense of purpose.
Fresh initially worked closely with McKenzie on redeveloping their brand identity, creating a new logo that still fell within the existing brand colour palette, whilst introducing a typographic style that was strong, prominent and confident.
The logo’s graphic ‘star’ shape and bright blue colour presented the brand as optimistic and positive. It features four connecting elements that represent the key stakeholders - the residents, their families, the staff and the McKenzie family – all coming together to create a caring, harmonious environment.
The new positioning line ‘It all starts with people’ was created to capture the simple principle that sits at the heart of everything they do – caring about people.
We also developed a visually engaging, modern and user-friendly website for McKenzie to showcase their facilities and clearly differentiate from their competitors. Attention was paid to functionality and features, ensuring that the website would be user friendly. A search engine marketing campaign also ensured maximum exposure for McKenzie in the digital space.
In the way of traditional print media, Fresh also designed new brochures, presentation folders, stationery and press advertising.
“The branding, marketing collateral and in particular, the website, are first class and brilliant. They all convey our key messages and values through eye-catching images, colour and design. It is obvious that the team at Fresh Brand are engaged and committed to getting a great result”
Rob Hutchinson - CEOMcKenzie Aged Care Group