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RSL LifeCare Launches New Brand Identity

on Friday, July 5, 2024

Leading aged care, retirement living and veteran support services organisation, RSL LifeCare, has today unveiled a new bold and modern brand identity and refreshed organisational values to better meet the changing expectations of veterans and seniors in a rapidly evolving environment.

The refreshed brand identity purposefully unites all RSL LifeCare employees and volunteers across different locations and functions under one banner and purpose.

The new brand identity pays homage to the organisation’s 110-year-old legacy while emulating a future focused identity centred on the holistic services and support that RSL LifeCare teams provide veterans, clients and residents across NSW and the ACT. 

RSL LifeCare CEO, Janet Muir, spoke with frontline workers at a launch event this week to reveal the fresh brand and values that underpin the next phase of the organisation’s journey. 

“The new brand identity is so much more than changes to uniforms, signage and logos. It will help our teams better connect with veterans, seniors and the community at large. Going forward, we proudly present ourselves with clarity and consistency, across all teams and locations,” Ms Muir said. 

“The new brand is striking, modern and reflects our compassion and support of our people. This is about taking our history, building on it, and setting us up for the future.” 

To complement the new brand, RSL LifeCare’s four new people focused values are doing the right thing, aiming higher, caring from the heart and acting as one team. All team members, irrespective of location or position, will be guided by these principles in their decision-making and acts of care. 

Local Veteran and Residential Care Client, Colin McCarthy, from Nowra on the South Coast of NSW, said this was an exciting new chapter for all veterans and their families who have come to rely on RSL LifeCare for important services and programs. “I think a fresh approach is exactly what we need. The hubs and wellbeing centres need to be relevant and relatable to younger veterans. A modern brand will connect with veterans of all ages and conflicts, and their families who deserve support too,” Mr McCarthy said. 

On the Northern Beaches of Sydney, Joy Guitry, long term resident of the Anzac Village at Narrabeen, welcomed the new identity as a way of reinforcing one, united community. 

“There was a fair bit of confusion with all the different designs, signs and uniforms. This new brand will help us feel and look like one proud community. I can see that it captures a person being embraced by the ‘C’ of Care, which is impressive,” Ms. Guitry said. The new brand identity will not change the organisation’s name, nor will it change RSL LifeCare’s commitment to serve the veterans community, or its close and valued relationship with RSL NSW. The roll out of the refreshed brand has commenced and will continue over the coming months. 

Find out more about RSL LifeCare