The position of the new brand is very similar to that of the previous brand, providing excellent care to Campbelltown and surrounds. The brand embodies safe, respect and collaboration values, through the new tagline “Caring for you today and tomorrow”, both making use of the ‘day’ theme and the caring and respectful themes. The colour palette helps supports the ‘day’ theme, by using a yellow-orange gradient, it shows new life (maternity) to old life (aged care) in the hospital system. Tone of voice is also crucial to supporting the brand positioning, communications should reflect a sophisticated but friendly approach, showing that NECH is compassionate, collaborative, reliable and honest.

The outcome of the brief is one of a comprehensive and sophisticated brand. The colour palette speaks volumes about this, as the gradient is used to create calm and consistency within the deliverables. The logo is very open and creates movement via the shapes, and paired with the rounded supporting typeface, the suite reflects the brand values well. The brandmark itself also encapsulates a few meanings; firstly the ‘n’ and ‘e’ of ‘north eastern’ depicted in the abstract shapes, and secondly, the circle above turns it into a person / multiple people depending how you first see it.