Karuna
BRAND AND WEBSITE
As a not-for-profit with limited government funding, Karuna’s challenge was to simultaneously grow awareness of their home-based palliative care services in north Brisbane, strengthen their wider donor base, and expand their strategic vision into new territories of death literacy education and stigma reduction across Australia.
INSIGHT
LCC Group was tasked with creating an in-depth brand architecture and new visual identity that reflected the interdependence and interconnectedness of Karuna’s history, its relationships, and its growth. Because Karuna supports individuals and families navigating grief and life-limiting illness, we embedded a trauma-informed approach into the brand to ensure every touchpoint felt safe, non-judgmental and supportive. All the while maintaining the importance of its Buddhist principles and the humility that underpins compassionate care. Through language, carefully selected colours and a simple, yet timeless, new brand identity we captured the beauty, complexity, and intelligence that is the essence of Karuna. The result is a warm, reflective brand that embraces Buddhism and translates across Karuna’s unique palliative care service, community engagement initiatives, and organisational culture.
SERVICES
+ Brand strategy
+ Brand architecture
+ Sentiment testing
+ Personas and journeys
+ Key messages
+ Brand identity design
+ Website
WEBSITE
Translating this warm brand into a digital space meant building an online home that truly cared for its visitors. Recognising the emotional weight carried by patients and their loved ones, we designed an accessible and inclusive digital ecosystem. To help reduce the cognitive load for those in distress, we created user-led guided pathways with intuitive steps that seamlessly connect people with the help they need without feeling overwhelmed.
Beyond just service information, the platform offers an easy-read resource hub and podcast to share lived experience stories that provide comfort and connection. While the front-end feels highly empathetic and is built to W3C accessibility standards, the back-end is entirely secure by design, ensuring that sensitive user information and data are protected at every touchpoint.
SERVICES
+ Digital Strategy & UX
+ Information Architecture
+ User Journey Mapping
(Clinicians, Carers & Community)
+ Accessibility & Inclusion Design
+ Resource Hub Development
+ Death Literacy Content Integration
+ Website Design
+ Website Build & Development
