ONCALL SACARE
KEYWORDS:
FUN | APPROACHABLE | PROFESSIONAL | PLAYFUL | LIGHTHEARTED
FIELD:
BRAND IDENTITY | WEB DESIGN | PHOTOGRAPHY | COLLATERAL | MARKETING MANAGEMENT | CREATIVE DIRECTION
INDUSTRY:
HUMAN SERVICES
With strong roots in South Australia and proudly providing internationally recognised services and accommodation for over 27 years, SACARE, now partnered with east coast disability brand ONCALL, is proud to bring ease and a better experience for South Australia’s disability community. Needing a national brand style guide and harmonised design elements across both companies, Milly has worked as the Marketing Manager of SACARE since 2017 and MILCO continues to provide marketing and design support as their “in-house” marketing and branding team.
PROJECT GOAL
Connect two existing disability care providers with a rich history of exceptional care through cohesive and exciting brand direction, colour scheme, typography, art direction and brand imagery
CHALLENGE
Working to unify two brands with strong history and client trust is a big task. Both SACARE and ONCALL have established brand identities, communities and values, which aligned in terms of both being within the disability sector and having the mission to provide outstanding care and support for their clientele. However, the challenge of effectively bringing these two companies, ONCALL, being national already, and SACARE, with its long history within South Australia, together was one we looked at with excitement and potential, as their values and ideals strongly aligned with ours and we wanted them to succeed.
Both companies had stylistic elements they wanted to hold onto and felt represented their brands so the main challenge was unifying these and finding compromise so both businesses would be happy to exist under a single banner of ONCALL SACARE.
SOLUTION
Taking elements from both brands and introducing new, cohesive brand imagery through photography and videography helped to visually connect both businesses and create a single, national brand. Rounded, bold typography gave a sense of community and approachability, and when paired with a bright, vibrant colour scheme that took colours from both SACARE and ONCALL, injected the national brand with energy and life, creating a fun, exciting brand identity within the Australian disability sector.
Compiling all this into a single brand style guide that both internal marketing teams would be able to use ensures all marketing and brand collateral would align, no matter which company made it.
OUTCOME
With our help, ONCALL SACARE has become a single, cohesive national brand within the disability sector, joining forces to expand their audience and carry out their mission of bringing quality disability care Australia-wide. Both rooted in family history, and through their partnership and brand connections, they have become leading national service providers, trailblazing real change.
We are so proud to have helped create the foundation for these two powerhouse brands to come together.
LOOKING TO THE FUTURE
As time has gone on, we have been asked to help out with additional marketing materials and helping to brand ONCALL SACARE’s new framework, Peace of Mind. Using geometric shapes and linework to create forward movement and change, as well incorporating the existing colour palette of both brands, we created a fun eye-catching design that injects energy and excitement.
We ran into issues with the use of puzzle iconography since it can have negative connotations within the disability community, but when used in combination with other geometric shapes and elements, it demonstrates the way this framework is simply one part of ONCALL SACARE’s holistic approach to care and support.
CONTINUED SUPPORT
Milly continues to work part-time as ONCALL SACARE’s National Marketing Manager providing marketing support to all teams Australia-wide, using her talented team of designers and marketing coordinators within MILCO to help with promotional designs as needed.
Since we believe in their mission so strongly, it has been a pleasure helping to connect ONCALL SACARE and see their national brand succeed.
