RDNS

Wrapping a complex restructure strategy with a unified brand identity

RDNS is one of Australia’s most experienced not-for-profit community health and care providers.

Challenge  With the consolidation of two distinct arms of the organisation, one public and one private, and the expansion into Queensland, RDNS needed a unified brand strategy and positioning.

Solution  Leading the team through an immersive Brand Focus process, we uncovered an incredible array of brand stories that illuminated the true heart and soul of their brand heritage and expertise. From this process, a name and tagline strategy was created.

Result  Our evolutionary identity strategy modernised the equity of the Maltese Cross and colours, using the ribbon device as an extension of the logo and a metaphor for their embracing care in the community. The process has wholeheartedly unified the positioning of both arms of the organisation and empowered cohesive change at every touch point.
Challenge  With the consolidation of two distinct arms of the organisation, one public and one private, and the expansion into Queensland, RDNS needed a unified brand strategy and positioning.

Solution  Leading the team through an immersive Brand Focus process, we uncovered an incredible array of brand stories that illuminated the true heart and soul of their brand heritage and expertise. From this process, a name and tagline strategy was created.

Result  Our evolutionary identity strategy modernised the equity of the Maltese Cross and colours, using the ribbon device as an extension of the logo and a metaphor for their embracing care in the community. The process has wholeheartedly unified the positioning of both arms of the organisation and empowered cohesive change at every touch point.
Challenge  With the consolidation of two distinct arms of the organisation, one public and one private, and the expansion into Queensland, RDNS needed a unified brand strategy and positioning.

Solution  Leading the team through an immersive Brand Focus process, we uncovered an incredible array of brand stories that illuminated the true heart and soul of their brand heritage and expertise. From this process, a name and tagline strategy was created.

Result  Our evolutionary identity strategy modernised the equity of the Maltese Cross and colours, using the ribbon device as an extension of the logo and a metaphor for their embracing care in the community. The process has wholeheartedly unified the positioning of both arms of the organisation and empowered cohesive change at every touch point.
Challenge  With the consolidation of two distinct arms of the organisation, one public and one private, and the expansion into Queensland, RDNS needed a unified brand strategy and positioning.

Solution  Leading the team through an immersive Brand Focus process, we uncovered an incredible array of brand stories that illuminated the true heart and soul of their brand heritage and expertise. From this process, a name and tagline strategy was created.

Result  Our evolutionary identity strategy modernised the equity of the Maltese Cross and colours, using the ribbon device as an extension of the logo and a metaphor for their embracing care in the community. The process has wholeheartedly unified the positioning of both arms of the organisation and empowered cohesive change at every touch point.
Challenge  With the consolidation of two distinct arms of the organisation, one public and one private, and the expansion into Queensland, RDNS needed a unified brand strategy and positioning.

Solution  Leading the team through an immersive Brand Focus process, we uncovered an incredible array of brand stories that illuminated the true heart and soul of their brand heritage and expertise. From this process, a name and tagline strategy was created.

Result  Our evolutionary identity strategy modernised the equity of the Maltese Cross and colours, using the ribbon device as an extension of the logo and a metaphor for their embracing care in the community. The process has wholeheartedly unified the positioning of both arms of the organisation and empowered cohesive change at every touch point.
Challenge  Help RDNS create a unified look and feel with a unified voice.

Solution  As well as creating a Style Guide to articulate the best use of graphic elements, we also created unified naming and a positioning statement, along with imagery cultured to be more people focused.

Result  With the merger complete, all business units can now embrace and consistently reflect their unified identity with the brand's Style Guide.

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