New look for RSL LifeCare

Celebrations were held to mark the launch of the new brand.

RSL LifeCare has rebranded and refreshed its organisational values to better meet the changing expectations of its clients.

The aged care, retirement living and veteran support services organisation launched its new brand last week. RSL LifeCare chief executive officer Janet Muir told staff the new identity goes much further than a new logo.

“It will help our teams better connect with veterans, seniors and the community at large. Going forward, we proudly present ourselves with clarity and consistency across all teams and locations,” she said.

The new brand (above) embraces the 110-year-old organisation’s legacy while also reflecting a future-facing identity that focuses on the holistic services provided to clients across New South Wales and the Australian Capital Territory.

Janet Muir

Describing the brand as modern, striking and reflective of the compassion and support RSL LifeCare offers its clients, Ms Muir said: “This is about taking our history, building on it, and setting us up for the future.”

As well as the rebrand, the organisation has introduced four people-focused  values: doing the right thing, aiming higher, caring from the heart, and acting as one team.

All team members – irrespective of location or position – will be expected to be guided by the four principles when making decisions and providing care.

Veteran and aged care resident Colin McCarthy from Nowra on the NSW south coast said the rebrand was an exciting new chapter for the organisation. “I think a fresh approach is exactly what we need. A modern brand will connect with veterans of all ages and conflicts, and their families who deserve support too.”

Joy Guitry – a long-term resident at the Anzac Village at Narrabeen on Sydney’s northern beaches – said the new identity would help unify the RSL LifeCare family. “There was a fair bit of confusion with all the different designs, signs and uniforms. This new brand will help us feel and look like one proud community.”

The rollout of the rebrand is underway and will continue over the coming months.

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Tags: brand, Janet Muir, rsl lifecare,

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