Southern Cross Care
Your Extraordinary
\ CHALLENGE
After years of organisational change, Southern Cross Care WA — a not-for-profit aged and community care provider — had low brand recognition and a fragmented identity. A new leadership team had brought clarity of strategy and purpose, but the brand needed to reflect it. The challenge: unify services across residential, retirement and in-home care under one identity, and move beyond the patronising tone common in the sector. The new brand needed to reflect professionalism, warmth and dignity — and speak honestly to the realities of ageing.
\ OUTCOME
The insight: care is deeply personal. People weren’t looking for promises — they wanted to be understood. This led to the brand idea: Your Extraordinary. Not a slogan, but a shift in perspective. It places people, not services, at the centre — reframing care as a relationship built on listening, respect and trust.
The refreshed identity is calm, clear and human. A simplified logo and naming system bring clarity. A warm, mature colour palette, generous type, and real, unforced photography reflect the people they serve. The tone is confident but gentle — focused on connection over promotion.
From signage to uniforms, the system brings consistency and dignity across touchpoints. It has helped unify teams, build trust, and create a recognisable, modern presence across Western Australia — setting a new benchmark for care communication.
Services
Brand research
Brand strategy
Brand positioning
Brand architecture
Brand identity
Brand guidelines and systems
Advertising campaign development
Content development and writing
Media planning and buying
Website design
Print design and production
Still and moving image creation
Signage and environmental graphics
Merchandise design and sourcing
Sectors
Not-For-Profit
Healthcare
