BDNH Rebrand

Client: BDNH Group

Project: Rebrand

BDNH Group


Background

The Ballarat District Nursing & Healthcare Group (BDNH) has been delivering nursing and community care throughout the Ballarat region for over 100 years. The organization first approached Walker Designs with their new name and 5year strategic plan in hand, looking for a partner to help them position the BDNH Group and promote the company in a very competitive market.

With significant changes on the horizon within the health and community sector, it was time for BDNH to revisit its corporate identity and develop a more substantive brand that emphasized its values and differentiated itself from its competitors.

BDNH collateral

Starting with a clear vision and purpose

For success and growth, it is essential all your efforts are aligned and steering to one destination. Through collaboration with purpose, we worked closely with BDNH Group in further clarifying their vision and purpose, understanding their long-term strategic directions and reflecting this throughout the branding process.

“The Walker Designs team were always accessible, friendly and knowledgeable. Constantly providing us with the support and guidance we needed throughout the rebranding process.“

Connecting BDNH Group’s ‘why’ to its end users

A focus on BDNH Group’s core values, in addition to insights gathered from our research about the company’s target audience segments and their specific communication requirements, were instrumental to the design and development of the successful logo and tagline combination.

Through purposeful enquiry and observation, it became apparent that the BDNH recent name change was, on its own, insufficient in conveying the organisation’s brand promise. A new logo was hence developed to better resonate with the company’s end users.

BDNH Annual Report

Creating a cohesive brand to convey greater value to end users

With a new logo and tagline in hand, branding elements were rolled out across all corporate identity and marketing collateral, including a contemporary web presence. Through a new consistency in messaging, the refined brand echoes BDNH Group’s commitment to the delivery of outstanding services, reinforcing their brand promise at every opportunity.

BDNH Website screenshots

Designed for positive impact

True to our design thinking approach to solving business challenges, rapid prototyping was utilized throughout the design of all marketing collaterals, including the website which involved user testing with key stakeholder groups such as carers, admin staff, nurses and clients.

As a result of our focus and empathy for the organisation’s end users, the brand has been embraced internally and received warmly by BDNH Group clients. The new brand energized the organisation to further pursue its mission in supporting its clients’ independence and wellbeing, all in the comfort of their own home.

“It has been a pleasure working with Walker Designs on our rebranding project. They took the time to get a real understanding of the heart of our business and our vision for the future. They hit the brief perfectly, breathing new energy into our brand. They have given us the image and tools to be a strong contender in an increasingly competitive marketplace.”

 

“Experience a brand transformation”

Contact Walker Designs