Logo mark design, premium NZ healthcare rebrand, Uncle Auckland

Rebrand – Guidelines – Communications – Launch Campaign

Allevia Health.
A better health journey.

Healthcare Holdings was the holding company behind New Zealand’s largest private healthcare collective: 32 companies, many of its leading flagship brands sat under the Mercy name. So when the Sisters of Mercy requested that the name be changed, it created a rare opportunity: to unify a diverse portfolio of healthcare businesses under one clear banner.

The largest rebrand in the company’s history was about to begin.We inherited the agreed name, Allevia, and set to work rebadging an entire health ecosystem. We understood that the core audiences were vast and varied: thousands of staff, hundreds of medical partners, and hundreds of thousands of patients.

Brand guidelines document. NZ healthcare identity, Uncle Creative Agency

Our involvement was comprehensive. We:

  • Built a new set of brand guidelines that could flex across a broad repertoire of companies

  • Created the brand idea “A Better Health Journey”, giving the organisation a clear and meaningful reason to come together

  • Developed internal and external communication plans to explain and support the name change

  • Redesigned and rebranded over 1,000 communication assets

  • Developed signage guidelines covering hundreds of site changes, including building signage, wayfinding systems, exterior branding, and on-site patient navigation

  • Launched new internal communications programmes to create better dialogue between management and their teams

  • Built an external communications plan with multiple tailored messages across dozens of digital platforms

  • Provided design direction for the launch of three new websites

The launch was a tremendous success, with almost universal approval of the new name, identity, and look and feel. Today, Allevia Health stands tall as the largest and smartest private healthcare organisation in the country.

Brand strategy, identity design and creative direction for a premium NZ healthcare client. Uncle delivering end-to-end rebrands that perform.
Three health posters promoting hand hygiene and illness prevention at Allevia Hospitals. The first poster emphasizes hand hygiene with an illustration of hands using hand sanitizer and a message to make it a habit. The second asks if hands are safe, spreading the message to prevent germs. The third poster questions whether a person has a cough or cold, listing symptoms and urging protection of vulnerable patients.
Two healthcare professionals in navy scrubs displaying ID badges and name tags with their names and roles, along with digital devices showing contact information, set against a neutral background.
A collection of health and safety informational posters from Allevia Hospitals, including topics such as hand hygiene, parking payment, vaccination, knee joint replacement, support groups for head and neck cancer, and COVID-19 precautions.
A young male nurse or medical professional in navy scrubs standing in a clinical setting with surgical lights overhead.
A female healthcare professional smiling and talking to a male patient in a medical facility.
A smiling female healthcare worker standing in a hospital corridor, wearing navy scrubs and a white name badge, with a blurred background of hospital signage and windows.
Two women are holding hands, one seated wearing a yellow skirt and the other standing or kneeling wearing a blue-gray long-sleeved shirt.
Open brochure for Allevia Hospitals featuring a smiling man and various text sections about hospital stay information and admission instructions on a light blue background.
Signage with the word 'SIGNAGE' in bold dark letters on a white background, set against an orange geometric patterned backdrop.
Floor plan layout for a healthcare or medical building with signs indicating entrances, patient areas, specialist centers, and directional guides for elevators and wayfinding.
Sign at Auckland Hospital showing directions for main entrance and parking, with greenery and trees in the background.
A large outdoor sign with directions for a bus stop, main entrance, car park, drop off and pick up, and a specialist center. The sign is surrounded by flowering plants and trees, with a brick building in the background.
Modern multi-story building with large glass windows and a prominent orange sign reading 'Allevia GI Institute'; surrounded by greenery and trees, under a partly cloudy sky.
Underground parking garage with designated handicapped parking spaces and clear yellow markings. A parking payment station is visible near the entrance. Overhead signs direct visitors to the hospital reception on level 1, with additional signs indicating the hospital entrance, reception, admissions, specialist center, and an accessible restroom. There are two people, a man and a woman, sitting and conversing near the exits. The setting includes concrete beams and an open-air section with some greenery visible.
Exterior view of a medical imaging clinic named Allevia Radiology, with a glass door and a parking lot visible in the background.
Hospital lobby with a large orange and white wall that says "Welcome" in multiple languages, a reception area with a sign, and a digital directory listing departments and their locations. There is a parking payment station on the right side and a blue wall with a parking sign.
Exterior view of Allevia Hospital Epsom, showing a white multi-story building with large windows, surrounded by greenery including trees and bushes, under a partly cloudy blue sky, with signage indicating directions to the hospital's various departments and entrances.
Reception area at Allevia Hospital Epsom with a white counter, plants, and signage indicating radiology services like X-ray and MRI, featuring modern lighting and decor.
Illustration with an orange background and diagonal patterns, featuring the word 'WEBSITES' in bold dark blue letters on a white rectangle.
Allevia Hospitals website homepage featuring a female healthcare professional in scrubs talking to a colleague in a hospital setting with text emphasizing patient-centered services.
A collage of healthcare-related website screenshots showing nurses and doctors, patient care, and medical staff, with an emphasis on high-quality services and staff.
Screenshot of a website for Allevia Radiology featuring images of medical professionals, patients, and radiology equipment, with orange and navy blue design elements.
A collage of images and text on a healthcare organization's webpage, featuring healthcare professionals, historical timeline, FAQ section, and a message about commitment to better healthcare.
Orange background with diagonal pattern and bold text in white and black that reads 'Launch Campaign'
An outdoor billboard with a woman and a healthcare message. The billboard reads "We're getting better at getting you better." It is promoted by Allevia Health, formerly MercyAscot. The woman has curly gray hair, wears glasses, and is dressed in an orange shirt. She appears to be smiling and looking upwards. The billboard is mounted on a highway bridge, with trees and a street below.
A person holding a reusable shopping bag with orange handles and a white and orange design against a light blue background.
Billboard advertising Allevia Health with a smiling woman in scrubs and the message 'It's all about your needs.' The billboard mentions MercyAscot and JCDecaux branding.
A white SUV with orange branding for Allevia Health and the slogan "A better health journey" on the side, set against an orange background.
A large advertisement for Allevia Health on a city wall featuring images of two healthcare professionals, with bold text that reads 'New Name. Same Us. We're Getting Better at Getting You Better.' The background has geometric orange and blue shapes, and the advertisement mentions Allevia Hospitals and Radiology, formerly MercyAscot and Mercy Radiology.
An electronic billboard advertising Allevia Radiology with the slogan 'New Name. Same Vision.' On a city street during dusk, with light trails from passing vehicles, a tall tower in the background, and a tree partially obscuring the billboard.
A billboard promoting Allevia Health with the slogan 'New Name. Same Heart.' features a young man in scrubs and the logos of MercyAscot. The billboard is located above an underpass on a city street observed at sunset.
Series of three medical clinic posters featuring bold text and images promoting new branding, better cancer detection, and unchanged vision services, associated with Allevia Radiology.
Billboard promoting Allevia Health, formerly MercyAscot, with a smiling man and healthcare staff in the background, and the JC Decaux logo at the bottom.
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