Each
A new brand and digital experience to power a bold new vision—for healthcare that is altogether better.
Each is an innovative profit-for-purpose health organisation that has long outgrown its roots as a service provider in suburban Melbourne. With a new national strategy in place, we reimagined this brand to better represent the boldness of its vision.
Brand Strategy
Brand Identity
EVP Strategy
Digital Strategy
UX/UI Design
Web Development
Community health (a terminology used primarily in Victoria but with parallels in other states) plays a vital and essential role within the broader health system in Australia. It operates in the gaps between the public and private system, providing health and care services to those with the greatest economic and social needs, who may face barriers to accessing care.
Community health has been unfairly maligned in the past but Each is determined to change perceptions of these essential services for the better. It aims to be a game changer for underserved communities, offering an integrated portfolio of healthcare services across multiple states within a national model of high quality care. Its vision is that everyone should have the power to live well.
The new Each wordmark draws a line in the sand for the organisation. No longer an acronym that requires explanation and now a simple word that celebrates each and every individual.
We used a pared back, modern typeface and, with a slight modification, connected two of the letterforms to create additional elegance and uniqueness, and hint at the ‘together’ aspect of the brand’s positioning. The wordmark can also be locked up with an iconic symbol that is designed to create a recognisable shorthand for the brand over time.
Each has a unique approach which sees them ‘wrap’ relevant services around every customer, harnessing the spirit of collaboration and partnership in order to make the difference for every individual. This was captured in a brand proposition of ‘Person-centred Care’ and an emotive positioning statement: ‘Altogether Better Care’. Both speak to care that is comprehensive, connected, collaborative, high quality and highly effective.
The brand identity puts people unequivocally, and often literally, front-and-centre of the brand. Each customers were captured in photography that evokes real people living real lives. The visual system then wraps around those people with bold, warming colours and graphic patterns that invest the brand with energy and flexibility.
Illustrations became an important part of the identity system, helping to evoke the expanse of Each’s services within branded collateral. Used interchangeably with photography and crafted to match the brand colour palette, they provide extra flexibility and humanity to the system.
The new Each website was redesigned and rebuilt from the ground-up. The overall concept aimed to be more than an attractive, contemporary, static site. It sought to dial-up user interactivity and personalisation at every step with a user experience that is guided and practical. This meant incorporating dialogue-based guidance to help triage user needs and make personalised service and content suggestions.
The visual design and UI elements were guided by the brand identity system and the user experience was grounded in Universal Design principles. It had to be accessed, understood and used by people of all ages and abilities, including culturally and linguistically-diverse people, those with limited literacy, and those with specific accessibility needs.
The new site represents a significant step change for Each at an operational level. It was built using a ‘headless’ technical architecture approach, enabling the use of cutting edge frontend frameworks and third-party integrations to deliver a high-performance “app-like” user experience. This was then linked to a ‘headless’ CMS platform which enables Each to maintain accurate service information, manage large bodies of service related content, and provide non-technical people at Each with a powerful self-serve website editing experience.
Each has a long-standing commitment to delivering services for Indigenous communities. We partnered with renowned First Nations designer Marcus Lee to develop a unique artwork and complementary patterning that builds on the brand iconography and integrates elegantly within the overall design system.
With the identity system crafted, we moved into a national brand rollout. This was expansive, covering building signage across multiple sites, vehicle livery, staff uniforms, lanyards, document templates, letterheads, launch videos and more.
