BlueCross has a celebrated history as one of Victoria’s leading aged care providers. Following a merger with fellow service provider, Sapphire Care, there was a prime opportunity for the combined entity to look at its place in the marketplace and reassess its brand and positioning. Engaged to assist R-Co Brand in defining and developing the new branding, Vicki Boerema planned and oversaw an immersion session consisting of a broad selection of BlueCross customer and stakeholders. With valuable insight gained, Vicki next created customer and stakeholder analyses, journeys and personas together with key messaging – ‘behind the scenes’ elements supporting the brand to cement its place as trusted industry leaders.