Working with people who really care about what they do and the people they serve is so important to us. When we saw Jamie, the Managing Director of Teman, taking the bins out for a resident at one of his communities, we knew we’d get along well.
So often we meet CEO’s and business owners who have deep-seated values and are operating in ways that are so unique and different in their industry, but perhaps don’t even realise themselves how valuable that is. Sometimes all you need to do is bottle that gold up and share it in a way that connects and engages people.
To grow and scale you have to be able to convey your difference, where you’re going and the values you stand by. It’s these things that inspire people to get on board – both customers and employees.
Teman was faced with the challenge of successfully transitioning from two communities to owning seven communities across Australia within months. The corporate organisation needed to establish its own brand, while simultaneously building a suite of connected brands for all of its communities.
We needed to uncover and understand what was unique about Teman and the way they operated.
We did all the normal things like workshops and conversations with the Teman team, but the real insight came from observing Jamie and his staff, and talking to residents in the communities. The stories we heard were the catalyst for the brand strategy that was developed.
The best brands are authentic, values-led and based on real purpose, not some clever facade made-up by an agency. We uncover what’s true and unique, put structure and strategy behind it so it becomes intentional, and then express it in engaging, genuine and inspiring ways.
The challenge when building the Teman brand was that all future communities had to be considered – we needed to build an overarching brand for the organisation that was well-considered and multi-layered to ensure both current and possible future communities could be grown from the core brand and reflect the values of the organisation. In addition, each community brand also needed to own its unique differences, geographically and physically.
We exist to enable belonging and friendship in later life
Brand elements like a suite of unique shapes and a distinguishable language, along with a universal colour system and imagery created congruency with the core brand. Individual colour palettes, unique key messages and hero images allowed differentiation between the community brands.
Here are some ideas we explored:
We needed to look at the demographics, village features, and surrounding location for each of the communities. From our research, we drew out the unique value proposition for each community to guide individual brand development. This all had to be considered upfront to ensure brand elements were created that worked both functionally and strategically across the board.