UFS
Health is life.

Brand iden­ti­ty
Print collateral
Dig­i­tal collateral
Sig­nage & fitout
Advertising

For more than 140 years, UFS has been trust­ed to pro­vide high qual­i­ty health­care to mul­ti­ple gen­er­a­tions in the west­ern region of Vic­to­ria. The rebrand began with a name change from UFS Dis­pen­saries to UFS Health­care, to bet­ter reflect the range of ser­vices they pro­vide which now includes 19 phar­ma­cies, three med­ical cen­tres and mul­ti­ple optometrists. 

Work­ing with brand strate­gist Abby John­ston we were tasked with cre­at­ing a brand that pro­pels UFS for­ward; ignites pride, inspires progress, and accel­er­ates impact. We had to avoid the cat­e­go­ry obses­sion with what health­care is, and instead focus on why health mat­ters. What’s lack­ing in health­care is a feel­ing, not a fea­ture. A true sense of the enor­mi­ty of it all. That your health, is your life. UFS exists to empow­er more peo­ple to live longer, health­i­er lives.

The UFS brand iden­ti­ty is inspired by their guid­ing prin­ci­ples and strate­gic brand posi­tion­ing – Health is Life – rein­forc­ing the notions of care, com­mu­ni­ty, health, and life. It reflects their deep con­nec­tion to the com­mu­ni­ty nur­tured over more than a cen­tu­ry. At the core of the new sym­bol lies an abstract heart shape sym­bol­is­ing health and care, with two merg­ing shapes cre­at­ing the image of hands in a nur­tur­ing gesture.

Sub­tle ele­ments and aspects from the logo extend to our broad­er visu­al lan­guage. Graph­ic curves frame our images and back­grounds, strate­gi­cal­ly posi­tioned to rein­force their com­mit­ment to care. A sim­ple line at the foun­da­tion of our com­mu­ni­ca­tions is a nod to life’s jour­ney, with UFS being there every step of the way.

The brand roll­out spanned across all UFS phar­ma­cies, med­ical cen­tres and optometrists which includes new inter­nal and exter­nal sig­nage, updat­ed staff uni­forms, web­sites, Annu­al Report and many oth­er elements.

UFS want­ed to cre­ate a brand that would pro­pel UFS for­ward, it need­ed to be con­tem­po­rary and rel­e­vant whilst still pay­ing respect to their her­itage and the impor­tant role UFS has in the local com­mu­ni­ty. UFS CEO Matt Vagg believes they achieved this, and feels this brand bet­ter reflects who they are and what they stand for today.