How do we create a unique brand proposition for a startup in an established sector?

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Aged Care Assessment Services (ACAS), owned by Catholic Healthcare Ltd, is one of the new regional assessment services operating across NSW. They work with clients to develop their support plan and offer choices of care that are right for them. The brand proposition 'The experts for you and your care’ was so well received, it ended up being used as an external strap line to position the new business. It is used prominently on the homepage of the website, executed by Catholic Healthcare's web agency. 

The brand mark icon is formulated from two connecting speech bubbles – representative of the empathetic, understanding and considered approach of the conversational work carried out by ACAS. The two interlocking devices help reinforce the one-on-one and personal nature of the organisation and forms a heart shape, symbolic of nurturing and caring. 

The visual identity strategy was summarised into basic element guidelines, ensuring the elements including colour, typography and photography complimented the My Aged Care branding requirements.


BrandQ produced a brand identity for a new statewide service in a short timeframe.

Sarah has great skills in understanding the brief and expressing the spirit of the service in a visual design. We approved the design with very few changes. Thanks Sarah!

Janis Redford, ACAS, General Manager


Project included:
Insights, Value Proposition, Logo, Tagline, Visual Identity, Word & PPT Template Design, Launch Brochure, Guidelines