Arcare launches new services brand BodeWell

Leading Australian aged care provider, Arcare, today unveiled a new in-home care services brand, BodeWell Community Care (BodeWell).

Melbourne-based indy creative firm Icon Agency was tasked with creating BodeWell’s new brand platform including website, brand narrative, visual identity, collateral and launch campaign.

The project drew together Icon’s creative, branding, content web and digital teams, leaning on the firm’s end-to-end services.

“Integrated projects like this are our specialty as they allow us to think holistically to create brands that live in all channels and work across different media, from earned and owned to paid.

“We’re immensely proud of the work of our brand, digital and content teams,” said Icon Agency Managing Director, Joanne Painter.

“The BodeWell Community Care brand is a stand-out in the category, and is a strong foundation for ongoing marketing and communications.”

“The new website – – draws on our earlier work with the NDIS and other major health services portals to create a user-friendly experience and easy to use interface.”

“The BodeWell branding project is a fantastic example of the integrated method that is our flagship offering. It’s a credit to our talented teams across the agency and their ability to work together seamlessly.”

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 the 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.”

“We knew it was important that the website was easy to use and not overwhelming, whilst still reflecting the vibrant brand we’d developed.”

See our case study here, and the BodeWell's website here.