Opal Aged Care (formerly Domain Principal group) currently runs 56 homes across four states and is one of Australia’s leading privately owned residential aged care providers. They provide specialist aged care – for dementia, palliative and respite care services, to Australians. Principals was asked to develop a new brand strategy – complete with a new name, visual identity, design collateral and tone of voice – to signal and communicate the new direction of the organisation.
The subject at hand isn’t an easy one. Clients and their carers are at a stage in their life where they’re faced with difficult decisions and emotions including confusion and guilt. That’s why it was so important to create an identity that uses an honest and real approach that changes people’s perspectives around aged care – to help them see it in a positive light. Everything – the language, the stories we told, the imagery we used – had to combine realism with care, the difficult decisions people have to make, the hard questions loved ones ask of themselves, the dedication of our staff.
We created and researched the new name – Opal – with carers and family members and were confident we had a name that played to the company’s Australian heritage and mission. Distinctively Australian, every Opal is unique and precious, communicating the value they place on providing outstanding care for residents and their family, as well as the staff they recruit. Principals also teamed up with a florist and a photographer to develop fifteen flower and foliage brand images unique to Opal – these have been used as the primary lead images in the identity, supported by portraits of the residents. The images are vibrant, elegant and timeless and reflect the sense of comfort and reassurance that Opal offers its clients and their loved ones.