Concentric
Services
- ADVERTISING
- BRAND STRATEGY
- COPYWRITING
- NAMING
Industry
HEALTH CARE
Client
Concentric
THE CLIENT
Concentric provide multidisciplinary allied health services across the lifespan through a unique model of care in private rehabilitation centres and co-located clinics in aged care facilities.
THE CHALLENGE
Concentric’s growth and changes led to a misalignment between its brand promise and actual delivery. This mismatch raised concerns about potential trust issues, customer disappointment, an inconsistent brand image, and employee disengagement.
ARTICULATING THE CONCENTRIC BRAND
By engaging in workshops and stakeholder discussions, we uncovered crucial insights that shaped our understanding of the brand.
We developed a strong brand platform that outlines Concentric’s purpose, values, vision, mission, personality, and promise, providing a foundation for all future branding initiatives.
The new strapline, ‘Care, for good,’ emphasises Concentric’s dedication to quality care, enhancing lives, and nurturing a culture of tenacity, growth, and kindness. This alignment effectively communicates their mission and values internally, fostering a lasting positive impact on the organisation.
RECRUITMENT CAMPAIGN STRATEGY AND DESIGN
A recruitment campaign was developed to engage allied healthcare professionals facing heavy caseloads and limited professional development opportunities. The campaign’s key message, “Big Hearts. Brilliant Minds,” was designed to resonate with their passion for caregiving and desire for career growth.
BRAND VIDEO
Strategy and script copywriting were developed to further support the recruitment campaign and general B2B and B2C communication. Production of the video was completed by Lumapixel, Sydney’s premier video production company.
