Eastern Health

Creating a symbol of health, hope and care.

Eastern Health is one of Melbourne’s largest metropolitan public health services with more than 40 locations across Melbourne's east. As a longstanding creative partner of Eastern Health, we had the privilege of effectively and collaboratively rebranding the organisation during one of the most challenging times in recent history for the public health sector. With an empathetic approach, we unlocked a new brand expression that holds profound significance for Eastern Health, resonating equally with internal staff and the broader community.

Throughout the COVID-19 pandemic, the pressures and responsibilities placed on the public health system have been extreme and far reaching. The role of public healthcare has never been more important for the health and wellbeing of our communities. Approaching the task with compassion, our objective was to craft a new brand that was symbolic – simple, strong and timeless. Drawing inspiration from meaningful narratives, the resulting brand identity captures the very essence of Eastern Health.

Embracing each day.

Like the sun rising in the east, Eastern Health is a beacon of warmth and hope through exceptional care – dedicated each and every day to their purpose.

A spectrum of caring.

Just as a rainbow spans the horizon, Eastern Health’s care knows no boundaries. They value the beauty of diversity and difference, holding deep respect for one another and embracing each other with genuine kindness.

Putting people first.

People are Eastern Health’s purpose and are at the heart of everything they do – patients, community and staff. Eastern Health is a safe place for all.

Each message visually aligns with a consistent arch-like shape: the rising sun, a rainbow, and the Aboriginal symbol for a person (in which is respectfully used following consultation with the Wurundjeri Council). These narratives seamlessly fuse into a single, beautifully crafted brand symbol. The minimalist geometry of the symbol perfectly intertwines with a customised wordmark, culminating in the brand identity. This responsive brand identity effortlessly adapts to various mediums and environments, ensuring utmost clarity in brand recognition.

Inspired by this new brand identity, we crafted a unique and visually striking brand design system, meticulously brought to life in a comprehensive brand style guide. Working hand-in-hand with Eastern Health, we ensured the seamless and meticulous rollout of the new brand across the organisation, creating a cohesive and impactful presence.

Together, we stand proud of Eastern Health's fresh persona – a strong symbol of commitment, care, compassion and excellence.

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What we did

Brand Identity & Guidelines

Annual Reports & Publications

Signage & Events

Videography & Editing

Motion Design & Animation

Drawing inspiration from meaningful narratives, the new brand expression holds profound significance for Eastern Health, resonating equally with internal staff and the broader community.