Linkletters rebrands Perth Home Care Services as Avivo with integrated campaign and VIP launch

With the review and rollout of the $22 billion National Disability Insurance Scheme (NDIS) in the spotlight and all the changes surrounding it, Perth Home Care Services, a market-leading provider of Aged Care, Disability and Mental Health support services, had to quickly switch gears and find a new way to speak to customers.

Jolimont-based creative agency Linkletters pitched and won against three other leading Perth agencies for the re-naming, brand strategy and creative execution.

Working in partnership with The Right Group, the brand work started 12 months ago and has just been launched with 5 events around the state. The main event was held in Perth and attended by Minister for Mental Health, Helen Morton and VIPs.

“The rebrand required a delicate balance to promote their services in a relevant way, to an audience who fundamentally didn’t wish to be bombarded or marketed to,” said Amy Ward, Director of Linkletters. “We delivered an approach that was considered, skilled and creative and the outcome was a brilliant achievement for our small and passionate team. Our agency is small, which means we can be nimble. When clients hire us, they get the people they meet on day one, for the whole project. This ultimately means we care just as much about our clients’ brands as they do.”

“Linkletters offered fresh and exciting ideas and demonstrated a real 360 approach to our branding,” said Luke Bolton, Marketing & Communications Manager at Avivo. “I felt no stone was to be left unturned in the journey to find a new and exciting brand, and I wasn’t disappointed.”

Ward said the agency met with customers, spoke with staff and workshopped with the executive team. The resultant learnings were distilled into a single minded brand-essence of ‘Living Life’.

The new name ‘AVIVO’ was created from two conjoined words meaning life / to enliven. The brand mark was simple, bold and friendly. With the ‘i’ at the centre of Avivo to represent the customer being at the heart of everything. This was coupled with a bold, fresh visual identity and an approachable, warm and friendly tone of voice that aimed to make life easier for their customers who are often in challenging situations.

“We realised very quickly that their existing customers were their biggest advocates,” said Ward. “So we put these stories very much at the heart of the brand. Together with Alucinor Productions, we shot 6 short films of customers and staff across the organisation and these formed the backbone to visual imagery and content, and created a strong reason to believe and connect for new customers and existing ones.”

“The first phase was to develop a new name and brand that reflected the organisation and importantly, was relevant to their customers. The ongoing campaign approach will focus more on building real relationships within communities. It’s critical that Avivo’s communications ‘engage with’ as opposed to ‘promote to’.”

“Avivo wants customers to choose to engage with the brand, so visibility and sponsorship of local community events will play a vital role – as well as proliferation of the customer advocacy / stories online. This approach very much reflects the audience and supporting market research.”