Healthcare Branding for Advara HeartCare
Rebranding a leader
in healthcare
Healthcare Client
Advara HeartCare
Industry
Healthcare
Cardiology
Medicine
In late 2022, GenesisCare’s Cardiology, Sleep & Respiratory businesses were rebranded as Advara HeartCare and Advara SleepCare. Advara HeartCare is now the largest cardiology provider in Australia, with over 70 centres and 100 doctors in metro and regional locations.
We were involved from the beginning of the healthcare branding project, partnering with the business to create the name “Advara HeartCare,” which blends “Advancing” and “Parallel” to reflect their commitment to advancing healthcare together with patients and partners.
A complete overhaul
Healthcare Branding
As part of the healthcare rebrand, we designed a colour scheme inspired by the Australian landscape, using warm desert hues, serene ocean blues, and lush rainforest greens to create a welcoming and trustworthy environment for patients. Our team then executed the entire rebrand design, including logo creation, brand guidelines, collateral rollout, website design, and social media guidelines.
Services
Naming
Logo Design
Brand Development
Brand Guidlines
Collateral
Stationery
Website Design
eDM Templates
Slideshow Presentations
Infographics
Document Reskins
Flyers
Digital Adverts
Concepts for Interior Spaces
Social Media Guidelines
“Choosing your creative partner for a rebrand is not something to take lightly, and can completely make or break success. I am so grateful for Initial Marketing Pty Ltd and the love that they put into understanding who we are as an organisation, and bringing that to life to create a beautiful brand identity for Advara HeartCare.
All along it was our goal to find not just an agency, but a partner who was willing to dig deep and work side by side with us for the success of this launch”
Client Testimonial, Advara HeartCare
Brand Guidelines
Ensuring Consistent Communication for Healthcare Companies
Logo Usage
Our guidelines offer detailed instructions on correct logo placement, size, and spacing to maintain visual integrity. They include clear examples of acceptable and unacceptable logo treatments to prevent misuse.
Colour Palette
Specifications of primary and secondary colours, inspired by the red soil of the Australian outback, are provided. The guidelines explain how to combine and balance colours to create a harmonious and recognisable brand look.
Typography
The guidelines list approved typefaces and their appropriate usage in various contexts, ensuring text is always legible and on-brand. They also define a hierarchical structure for headings, subheadings, and body text to maintain a consistent reading experience. Additionally, we recommended they use Montserrat, which is an Open-Source Google font, meaning anyone within their organisation could easily access it and load it to their computers.
Imagery and Graphics
Standards for selecting and using images that align with the brand’s values and aesthetic are included. Instructions on incorporating graphic elements that complement the overall design language are provided to maintain visual coherence.
Tone of Voice
The guidelines also define the brand’s voice and personality, ensuring that all written communication reflects the same character and tone. They include examples of phrasing and style to guide content creation across different media.
Importance of Adhering to the Guidelines
For healthcare and medical companies, maintaining a consistent brand is critical. With multiple stakeholders, designers, and marketers working on various aspects of the brand, these guidelines serve as a unifying document that ensures everyone is aligned.
Consistency
Every piece of communication, whether it’s a patient information flyer, a social media post, or an office sign, should look and feel like it’s part of the same brand. This consistency builds trust and recognition among patients and partners.
Professionalism
Adhering to the guidelines ensures that all brand expressions are polished and professional, reflecting the high standards expected in the healthcare sector.
