Project Overview

Working with Advance Care Consulting, a startup specialising in advance care planning (ACP), I developed a comprehensive brand and digital presence that bridges the sensitive nature of end-of-life discussions with professional healthcare consulting. The project encompassed everything from initial business model consultation to ongoing content management, creating a brand identity that resonates with both individuals seeking guidance and healthcare practitioners.

Challenge

The client needed to establish a brand presence that would:

• Communicate the sensitive nature of advance care planning with appropriate empathy

• Build trust with both individual clients and healthcare professionals

• Create accessible information about ACP for different audience segments

• Establish a professional yet approachable digital presence

• Develop marketing materials that would be appropriate for various healthcare settings

Strategic Approach & Deliverables

Business Foundation

• Conducted in-depth business model consultation to define service offerings and target audiences

• Developed strategy for reaching both individual clients and healthcare practitioners

• Created framework for digital content and marketing approach

Brand Development

• Designed an emotionally resonant logo incorporating the client's mother's handwriting, creating a personal connection to care and family

• Created comprehensive brand guidelines that balance professionalism with empathy

• Developed colour palette and typography that convey trust and understanding

• Established a brand voice that addresses sensitive topics with clarity and compassion

Digital Presence

• Designed and developed an educational website with distinct pathways for individuals and practitioners

• Created informative content explaining ACP concepts and services

• Implemented user-friendly navigation to guide visitors to relevant resources

• Established professional LinkedIn business profile for industry networking

• Created a Facebook business page for community engagement and education

• Optimized all platforms for searchability and engagement

Marketing Collateral

• Designed a comprehensive suite of printed materials including:

  • Informational leaflets for different audience segments

  • Professional popup banners for healthcare settings

  • Branded promotional items including pens

• Ensured all materials maintain consistent branding while being appropriate for healthcare environments

Ongoing content management

• Develop and manage regular blog posts covering ACP topics

• Create engaging social media content for LinkedIn and Facebook

• Maintain a consistent brand voice across all platforms

• Monitor engagement and adjust strategy accordingly

Results & Impact

The comprehensive branding and digital strategy has successfully:

• Established Advance Care Consulting as a trusted voice in ACP

• Created clear communication channels for different audience segments

• Built a professional yet approachable brand presence

• Developed scalable framework for ongoing growth

• Generated consistent engagement across digital platforms

Key Learnings

This project demonstrates the importance of sensitive brand development for healthcare services. By incorporating personal elements like the founder's mother's handwriting into the logo, we created an immediate emotional connection while maintaining professional standards. The multi-channel approach ensures that different audiences can access information in their preferred format, while consistent branding builds trust across all touchpoints.

Ongoing Collaboration

Our partnership continues through:

• Regular social media content creation and management

• Blog post development and publication

• Brand consistency monitoring

• Content strategy refinement

• Marketing material updates as needed

This project exemplifies how thoughtful branding and clear communication strategies can help address sensitive healthcare topics while building professional credibility and trust.