Client: South West Healthcare
Project: Brand Strategy

Mid 2010 Genr8 were successful in winning the tender to deliver brand strategy and logo creation for South West Healthcare.  Over 20 design firms from around Australia pitched for this prominent piece of work and Genr8 proudly accepted the challenge.  

The project parameters included:
  • Brand Strategy
  • Logo Design
  • Brand Guidelines
  • Marketing Application

South West Healthcare is a leading regional health system offering an outstanding level of care that enhances the quality of life for over 110,000 people living in the city of Warrnambool and the surrounding shires of Moyne, Corangamite, the Grampians and Glenelg.

The organisation is a vital contributor to the local economy delivering $76 million to the economy annually, and is the region’s largest employer with almost 1,200 staff.

With the advent of a $175 million capital redevelopment - South West Healthcare wanted to create a unifying brand for their future.

Even though South West Healthcare is made up of a myriad of diverse and seemingly disparate services - they all share one legacy: the health of our community.  However there was not a clear brand story to unite them.

Genr8 held planning sessions with staff and senior management and out of deliberation about brand, there was a strong collegiate conclusion that the brand personality needed to evolve to:

  • The brand needed to evolve to be younger - not youthful, but young at heart - reflecting a modernity that would bring strong cues of latest / best practice / professionalism / relevant / state-of-the-art
  • Solid but innovative - inclusive / cosmopolitan
  • Accepting
  • A regional urbanite - hybrid

The resulting brand essence Genr8 developed as part of the overall brand blueprint was:

Pride in local.  Best in practice.  Wealth in total.


South West Healthcare - tomorrow’s healthcare today