Our new brand

We involved our people as well as a representation of clients and families to develop the new values: x Excellence x Choice x Safety x Kindness x Partnership

From August this year, we have been rolling out our new visual identity across our 34 residences, Central Office and our home care services.

As part of our rebrand, we have refreshed our uniforms, stationery, marketing materials, website and signage. You may have seen staff wearing new uniforms. The professional style and colour palette were selected with extensive staff and resident consultation to ensure the uniform meets both functional and comfort requirements.

Our fleet of vehicles has also been rebranded with the bright logo, making them a striking identity on Melbourne’s roads. Signage at all exSapphire Care homes has been updated to BlueCross, with existing BlueCross residences progressively changing over the next month.

With the launch of a new BlueCross website, the old Sapphire Care website has been decommissioned. To view the new website, we invite you to visit www.bluecross.com.au.

We also have an advertising campaign running with fresh new photography and bright colours that reflect the vibrant brand BlueCross is today. This includes 3AW and Smooth FM radio stations, newspapers, transit, outdoor and online.

As a leading provider of aged care services, we now serve more than 1000 home care clients and support 2600 residents across 34

Living At Home

Robert Putamorsi Chief Executive Officer

aged care residences in Victoria. Under the new brand, we continue to provide excellent care and services to everyone we support. We hope you are as proud of our new brand as we are!

Fun

Gets Old