Brand + Content & creative + Web design & UX for BodeWell Community Care

Make more possible

Bringing BodeWell to life

Bodewell Community Care

Arcare is a family-owned Australian aged care provider that has been operating in Victoria, NSW and Queensland for over 40 years. Primarily known for its Aged Care homes, it’s Arcare Home Care arm was rebranded to promote their in-home care services to support the elderly and people with disabilities (through the NDIS) under the name BodeWell Community Care (BodeWell).

Icon Agency was tasked with creating a brand platform to launch across web, video and social media.

BodeWell Community Care logo
Collage of scenes from the campaign film
Special needs person with her carer

Creating one dynamic brand
for two distinct audiences

Research has found that 1 in 3 people with a disability avoid social situations, which in turn leads to lower psychological well-being. For the elderly, the quality of social connections is around four times more important as a predictor of retirees’ physical and mental health than the state of their finances. Put simply, social connection is undeniably linked to wellbeing, quality of life and better health outcomes. This human truth formed the foundation for the BodeWell brand to connect these two distinct audiences.

Developing a brand
that challenges category
conventions and cliches

Many competitor brands play in a similar place, so there was an opportunity for BodeWell to stand apart from its competitors by creating a bold brand absent of cliches and conventions.


Make more possible

At the centre of this new brand was the tagline, ‘Make More Possible’, encapsulating their mission to help their clients continue to enjoy their home, lifestyle and community in the way they want by fostering meaningful relationships with their in-home support workers.

Bringing BodeWell to life

The brand was constructed from a nine-square grid, beginning with angular ‘B’, rotated 90° to become a ‘W’. The symbol is further abstracted to become a joyous figure, with arms upraised and open towards the sky.

The colour palette is friendly and inviting. It features warm and vibrant colours that communicate positivity, optimism and joy. These are paired with deeper, cool colours that express trust and honesty. Hand-written style words and brush stroke elements are used to give the brand a sense of energy and eclectic authenticity.

The new BodeWell brand was rolled out via:

Bodewell guidelines
  • Video

  • Social

  • Website

  • Flyers

  • Brochures

  • Stationary

  • Business cards

  • Microsoft Office templates

  • Email signature

Bodewell stationary

Creating a website with
accessibility top of mind

The new brand needed to be applied to the website in a robust and practical way. It needed to be easy to use, not overwhelming for BodeWell’s audience and still reflective of the vibrant personality of the brand, including strong colours, warm people-centric photography and brush stroke flourishes.

The copy needed to be clear and legible for the elderly users and accessible for users with various disabilities. Iterative testing of the Information Architecture (IA) ensured the content was relevant and helpful, and the site was easy to navigate.

You can see it in action on the BodeWell website

The site was built through Drupal 9 and the process consisted of:

  • IA creation

  • IA testing (tree jack test) to confirm our IA

  • User persona creation and User journey testing

  • Wireframe creation

  • User Interface Design

  • Creation of the content for the full website

  • Development including a logged in section for non public content

Bodewell website

Supporting the launch through
social media

To support the launch of the new BodeWell Community Care brand, Icon produced an organic Facebook content calendar. The approach aimed to raise awareness of BodeWell Community Care through leveraging new campaign assets, establishing the social media platform and raising brand salience with potential customers.

The organic social media shines a light on the authenticity of the brand, and highlights that the service is aimed at empowering individuals to make more possible. The content links back to the new BodeWell Community Care website, with the main call to action being to reach out to learn more about the services on offer.

Hand holding phone looking at Bodewell social media
Web excellence awards logo

Web Excellence Awards

Winner Health Care Services