New life for aged care provider

Working with Heritage Care, an operator of 11 aged care homes across Victoria and New South Wales, we created an entire rebrand program to inject new life into the organisation. This was part of a strategic evolution reflecting its new ownership and executive team. The rebranding comes at a pivotal time for the organisation, aligning with a renewed mission to enhance resident wellbeing and care. The new name we created for Heritage Care is Aeralife.

Our six-phase process focussed on ensuring a seamless transition that was both on-time and within budget. The rebrand deeply resonated with everyone within the organisation, from staff to residents, their families, and key industry stakeholders. The objective was clear: to deliver a brand that reflects Aeralife’s commitment to providing the highest standard of care for Australian seniors.

We began the process with discovery, where a thorough understanding of the business, staff, and customers was established. This was followed by the creation of a unified vision, identifying both short and long-term goals. A structured strategy then outlined a path to achieving these objectives, supported by a clearly defined investment plan.

At the core of the rebrand was the creation of a fresh identity that reflects Aeralife’s new vision, mission, and values. We delved deeply when researching the new name, to ensure we could deliver a meaningful one, filled with spirit and purpose. Aeralife is inspired by the Roman goddess Aera Cura, symbolising care and concern. This name not only reinforces a culture of compassion but also resonates with Aeralife’s commitment to offering services and accommodations that enhance the wellbeing and comfort of its residents.

The name ‘Aera’ embodies a sense of assuredness and understanding, encapsulating The Sage archetype, while the positioning line—‘A New Era of Care’—speaks to the innovative spirit of The Creator archetype. Together, they signal Aeralife’s forward-thinking approach to aged care.

The rebrand extended beyond a new name and mission. We introduced a comprehensive suite of new marketing materials for Aeralife, including a brand story, brand pillars, tone of voice and visual identity. This included the development of a new website, signage, brochures, sales packs, and photography that reflect the organisation’s updated ethos.

Additionally, a media strategy and launch program were developed, ensuring a smooth and well-received transition to Aeralife, solidifying its new position as a leader in aged care services.