North’s Rebrand of Livewell Estates by redefining a category through the eyes of the people  who define the organisation. Livewell Estates, pioneers in dementia care in South Africa, commissioned independent brand  design consultancy NORTHVCA for a complete rebrand. This project was brought into being  through extensive collaboration with Candice Erasmus of CEC, (Candice Erasmus Consulting),  a regular partner of North. The challenge was, while Livewell had a unique product offering  they were perceived as being the same as other old age homes with dementia care  capabilities. Their visual language and the way they addressed the challenges of this disease  needed to be completely changed to differentiate what is a very different product. To find Livewell’s truth to inform their Brand Story, North’s Immersion phase involved extensive  interviews with board members and employees as well as tours of the facilities. This led to the  realisation that it is the incredible people who dedicate themselves to working at Livewell that  made it truly special, combined with their unique stimulus-based treatment of this widely  misunderstood disease. Subsequently, the central idea of the Brand Story became “Livewell  with Livewell”.    The “Livewell with…” construct for the copy and design system allowed flexibility to speak to  the many different aspects of the business, while providing a platform for the great people who  make up the Livewell team to speak from the heart about what it meant to help people with  dementia. As this is such a personal and momentous decision for families to make for their  loved ones, it made sense to turn the lens on the people who will become like family by caring  for your loved one.    The design language needed to be fresh and modern to visually separate Livewell from the  myriad of perceived competitors, who all seem to look and speak in a very similar way. The  grid system created a fluid editorial style which could contain text and portraiture and the key  messaging of the multiple unique offerings Livewell has, through the “Livewell with…” prefix.  Studies show that colour can have a significant impact on the psyche of patients and we  wanted to use the vibrant palette to inject energy into the brand, making it positive and  approachable while maintaining their high level of professionalism around this very serious  disease.    The impacts of the rebrand, which launches soon, have already been felt internally with various  teams within the organisation selecting their representative colour from the colour palette and  embracing the Livewell with Livewell philosophy. Holding a mirror up to these incredible people  and their stories created a new brand identity that will stand boldly apart from their competitors  while dealing with a hypersensitive manner in a simple, honest and human manner.

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