VMCH provides disability services, residential and at-home aged care, retirement living, affordable homes, opportunity shops, and specialist education for children. In short, it does a lot of good for a great many people. The company was born in 2015 by merging two old institutions, Villa Maria and Catholic Homes. Fast forward to 2018 and the new organisation was still lacking a brand strategy and identity to unite all its services into a coherent, contemporary entity. This was the task we were commissioned to facilitate.
The new brand had to build on the VMCH mission centred on the organisation’s Catholicity and its commitment to creating choices – especially for people who are disadvantaged and marginalised – and building inclusive and compassionate communities.
Our engagement started with visits to many facilities run by VMCH and meetings with clients, their families and staff. We ran interviews, workshops and online forums. Key was to find common threads of insights across the various service lines while deep diving into each of them.
A series of challenges was articulated and shared with the company’s leadership: how to create a bigger, unifying story while being recognised as specialists within each service line across a diversified portfolio? How to be more professional without losing compassion and the human touch? How to better translate the Catholic ethos into a lever that drives preference, while connecting with a bigger audience beyond a traditional religious core?