We were tasked with creating BodeWell’s new brand platform including the website, brand narrative, visual identity, collateral and launch campaign.
One brand, two audiences
The first challenge for the brand was marrying together two target audiences; BodeWell will provide services to both elderly people and people with a disability (with a big focus on NDIS recipients). Icon found that social connection is undeniably linked to wellbeing, quality of life and better health outcomes and used this insight to springboard creative design. “Appealing to two disparate audiences requires a dynamic brand, which we knew from the start would be a major hurdle for this project. Setting out with this goal, we were looking for a way to tie these two groups together,” said Hazel Tiernan, Icon’s Integrated Client Services Director. “Quantifying the importance of social connection was a key step in the creative process and this human truth formed the foundation for the BodeWell brand to connect these two distinct audiences.”
Designed for accessibility
When designing the new website for BodeWell, accessibility was at the top of Icon’s mind. The copy needed to be clear and legible for elderly users and accessible for users with various disabilities. Icon also used iterative testing to ensure the site was easy to navigate and users could access relevant and helpful content. “Especially for BodeWell’s audience, accessibility is a key feature of this new website, which guided our design from the outset,” said Hazel. “We knew it was important that the website was easy to use and not overwhelming, whilst still reflecting the vibrant brand we’d developed.”