Home Nursing Group

Partnering with a regional aged care provider for their long-term branding, design, video and marketing needs.

Full-service marketing for HNG

Home Nursing Group is a Commonwealth Approved Provider of community aged care services, offering support in 21 local communities across Northern NSW. They provide people with choice and control to maintain their freedom and independence in their own home as they grow older.

Throughout our long-term partnership with Home Nursing Group (HNG), núcleo has provided a wide range of marketing, video, design and web services to help HNG increase their brand awareness, promote their services and attract new clientele.

Refreshing the brand

After many years of providing quality home care services, HNG decided to revitalise their brand and promote it more prominently in their service areas across Australia. For núcleo, this involved a new photo concept, logo, video productions and more.

HNG’s brand connects directly with people and expresses their passion for supporting older people to stay in the homes that they love. núcleo presented HNG with a moodboard of our creative concepts, and together we formed a brand that reflected their values and mission.

Our colour palette drew inspiration from HNG’s heritage, but was reinterpreted to communicate a modern and approachable brand. Green has been a major element in the history of HNG, and thus continues to have a primary place in the majority of their branding. Our designers introduced a new lighter shade of blue to refresh the brand, whilst a deep blue brings an elegant, professional contrast. The logo was also reinterpreted to establish a graphic element that can add brand recognition to most collateral.

Our cohesive brand development services for HNG also included an updated brand style guide, brand assets (such as business cards, notepads, brochures, legal documents and other marketing collateral), and branded content for social platforms.

Sharing moments with photography

Imagery is an important part of brand development. To help further the HNG brand, we created a photo series that expands on the uniqueness of what a home means to each person — the freedom to be able to enjoy the lifestyle you want.

Our photo series featured elderly people living and loving life, capturing the active events, social meetups, or relaxed lifestyle they enjoy in and around the home. To help communicate this concept effectively, the images were professionally captured and unique to HNG. Each image is rooted in the local area, featuring local landmarks, businesses and people.

Our photographs are organic and candid, never posed. The focus is on the warmth, honesty and comfort of the moment, rather than the face of the subject. This was crucial in creating an experience that all viewers can connect with.

HNG Introduction
Client Stories - Bill Hall
Client Stories - Annie Gates
Client Stories - Lance Kilner
Jacaranda Social Club

Telling meaningful stories with video

Home Nursing Group enlisted núcleo to film, edit and promote a series of videos focusing on the stories and lifestyles of their clients, which would be incorporated into their marketing and communication. They wanted their videos to inform and inspire the viewer, while highlighting and celebrating the benefits of being in your own home with HNG’s support. núcleo worked closely with HNG to capture the essence of their brand message — “exceptional care in your home” — in these video productions.

Our production team travelled between offices and clients in Northern NSW, working to strict schedules and turnaround times. It was important to us that the footage be obtained as unobtrusively as possible; we accomplished this with careful planning, location scouting and a small team of people who were able to spend time with the clients and capture authentic footage.

The result was a branded and purposeful series of videos that speak highly of HNG’s commitment to and appreciation of the people in their care.


Long-term client partnerships

Through our experience and ongoing partnership with HNG, the núcleo team has the knowledge and skills to drive campaigns that resonate with HNG’s target audience. In return, HNG have been able to increase their brand recognition and become known as the go-to choice for “exceptional care in your home” across Northern NSW.

núcleo continues to work with Home Nursing Group for their video productions, websites, print material, and other everyday branding and marketing requirements.