Hoyne was invited to create the brand for this ambitious project, which entailed not only a state-of-the-art aged care facility but also a complete wellness precinct and high-end retirement living offering. Australian Unity’s signature Better Together™ approach was to be at the heart of the campaign.
The Rathdowne Place brand needed to resonate with would-be residents as well as their medical providers, families and carers. The collateral used warm and approachable language and the information was detailed and clear. The imagery conveyed real people, living rich lives, in excellent surroundings. Australian Unity’s ethos – placing equal priority on personal care and personal freedom – is reflected in the contents and approach.
After tremendous success with previous Australian Unity projects - Peninsula Grange and The Residences Bondi - Australian Unity asked Hoyne to achieve that level of standard for Rathdowne Place.