Developing a brand that will speak to the hearts and minds of a primary health network in a constantly recognisable, yet dynamic voice.


As part of WentWest’s transition into a new government medicare structure, we were brought in to rebrand and reposition their newly evolved business as the Western Sydney ‘Primary Health Network’ (PHN) as forward-thinking, industry leaders, and to develop a brand that reflected their values, and their significant, unique and longstanding position within the landscape of Australian healthcare.


We used a human-centred approach to the rebrand, ensuring empathy to user needs was at the heart of our solution, and that the brand would have authority, presence and longevity in the primary health marketplace. This took the shape of a new logo, brand architecture, colour palette, typeface, co-branding & sub-branding strategy, photography, icon suite, content creation, infographic styling, and rollout.

As part of the process, we implemented two rounds of user testing, interrogating prototypes created for the logo, tagline, colour palette and website to ensure the visual and verbal branding solutions were responsive to the original user needs, and resonated and cut through to the desired markets.