Canberra Health Services
Rebranding Canberra’s
public health system
–
Brand research
Brand architecture
Brand Strategy
Visual Identity
Photography
Tone of voice
Brand research
Brand architecture
Brand strategy
Visual identity
Photography
Tone of voice
Rebranding of Canberra Health Services – the service delivery arm of public health in the ACT.
Studio Binocular have worked extensively with the CHS brand team on a transformational project for their organisation. Together, we developed a user-centred and research-led brand which makes a complex health system more understandable, legible and accessible for the public.
200+
Services across the ACT:
Including 3 Hospitals, Walk-In Centres, Pathology, Mental Health Services and Community Care.
1,000+
consumers, team members and stakeholders were engaged in the creative process.
Canberra Health Services runs over 200 services across the ACT, including three Hospitals, integrated and stand-alone mental health services, community health centres, nurse-led walk-in centres, pathology and research. With more than 40 independent brands across these services, it’s no wonder that the public had difficulty in navigating the system and understanding the connectivity of services across Canberra.
Our team used extensive consumer, staff and stakeholder research to develop an evidence-led strategy for the brand. Insights from our research have helped to shape a truly consumer-centred approach – informing decision-making on everything from naming principles through to brand design choices.
Initial consumer, staff and stakeholder research: including focus groups, one-on-one interviews and brand workshops were undertaken to understand audience experiences of the health system and capture challenges, opportunities and aspirations for the brand.
Evidence revealed the need for clarity; a health care-led rather than government-led brand; and the need to build trust in a health care system which consumers perceive as overworked and under-resourced.
It also revealed the strength of CHS’ team – who were respected by the community and were appreciated as the human face of the organisation.
Establishing a clear masterbrand system was a crucial step in creating a more connected and legible health system. Studio Binocular worked through the complexity of CHS’s 200+ services to develop a unified brand system, to enable consumers – and staff – to create a more cohesive picture of a connected health service, and to better understand which services to use and when. We developed a series of models for consideration, and through extensive collaboration across the organisation, ultimately created a ‘branded house’ model where all sub-brands work to build equity for the CHS masterbrand.
Our brand strategy – underpinned by research – set out clear actions for the CHS brand to help it become a human-centred health service which communicates clearly and effectively to consumers and staff alike. The strategy puts staff at the heart of the brand – as the trusted face of health care for their community.
The brandmark itself shows care wrapping around a person – with a C to represent Canberra, Care and Community. Personalised imagery of staff and consumers helps to capture the spirit of the organisation and the community it cares for.
Accessibility was a major focus of the brand – because everyone deserves the right to have equal access to their health care system.
As we developed the brand we partnered with specialised accessibility consultants and ran hands on workshops with people with disability to test concepts and adapt.
We’re proud to have developed a rich and warm brand which achieves the highest level of accessibility, including achieving WCAG AAA levels.
The new brand – with tools including Brand Manual, Tone of Voice Guide, Naming Guide and Employee brand – has been instrumental in helping to create a more connected, legible health care system for Australia’s capital.
With an ongoing global shortage of health care workers – recruitment was another key task of the brand. Studio Binocular worked with the team to overhaul their recruitment strategy – articulating core benefits through their employer brand and overhauling their digital advertising strategy, video content and careers landing pages.
Recruitment campaigns developed under the new brand and campaign strategy delivered impressive results in a highly competitive recruitment market – with a 240% increase in visitation to the careers landing page; 620% more clicks than planned in the campaign; and an average cost per click of 94c – well below the $3.93 benchmark.
240%
increase in visitation to careers landing page
620%
more clicks than planned in the campaign
