Just like the umbrella brand, each sub brand required a sense of optimism, professionalism and expertise.
We reworked the logos to fit better together as a set, as you can see on the reverse side of the business card.
The Better Health Generation
“We need help unifying a disparate group of businesses”
CLIENT The Better Health Generation INDUSTRY Healthcare / Employee Assistance / Mental Health & Rehabilitation SERVICES Logo Design
Branding
Copywriting PROJECT Logo Design + Sub-brand Logo Designs + Values + Prospectus + Style Guide
Branding
Copywriting PROJECT Logo Design + Sub-brand Logo Designs + Values + Prospectus + Style Guide
The client / the challenge
The Better Health Generation came to us with a quandary: their company provides a set of specialised services – from rehabilitation and professional development to allied health – which all had their own disparate logos and branding. They even ran a UK company that didn’t look at all related to the Australian brand. They came to us looking for a plan to help them unify their numerous sub-brands.
Our strategic solution
After a brand workshop, we determined that the client was seeking an umbrella brand to house all their sub-brands underneath with the ability to express their mission of bringing clients better health. They chose their own name “The Better Health Generation”. Our strategic solution was to redesign pre-existing logos and design new logos to ensure the brand came across – rather than as a group of unrelated services – as a powerful collection of experts attacking varying challenges with different resources but all backed by the expertise and support of the umbrella brand. We designed a logo suite and more to help the brand present a powerful, credible cohesive front to stand out, be heard and grow.
CLIENT The Better Health Generation INDUSTRY Healthcare / Employee Assistance / Mental Health & Rehabilitation SERVICES Logo Design
Branding
Copywriting PROJECT Logo Design + Sub-brand Logo Designs + Values + Prospectus + Style Guide
Branding
Copywriting PROJECT Logo Design + Sub-brand Logo Designs + Values + Prospectus + Style Guide
To create a powerful logo for the umbrella brand, we paired all caps letters – that evoke strength and reliability – with a stylised “A” in a vibrant orange to match the colours of their most well-known sub-brand “Back2Work”.
The “A” takes the form of an upwards arrow, implying positivity and growth, referencing the improvement this brand brings to their clients’ lives in all they do.
We ensured each sub-brand we conceived or redesigned looked like they belonged with their fellow brands in a set.
We evolved – rather than completely redesigned – any pre-existing logos to ensure loyalty to the legacy branding was maintained and clients were able to recognise the logo as belonging to the business they already know.
And we helped the client with their internal communication too, writing and designing a set of brand values for each business.
Companies with well-defined values have staff who take more pride in their work and act as better brand ambassadors.
A company’s values distils its mission down into a few key points that the staff can apply in their daily interactions with clients and each other.
Values can help build the sense of “being part of something larger” … not just a sense of having a mission, but being on a mission together.
With so many logos to wrangle, the client required a detailed style guide. The guide we prepared covers everything from colour palettes to fonts as well as the rules of use for each logo.
Rather than simply telling people what to do in a parent-to-child way, we explain why brand consistency – speaking together with one voice – helps differentiate a brand from its competitors and encourages loyalty and trust from clients.
We ensure any style guide we prepare inspires and empowers staff rather than only instructing them on the dos and don’ts.
