Lutheran Employer Brand
BRAND
Lutheran Services is a long-established not-for-profit care and community services provider operating across more than 20 locations in Queensland and employing thousands of people. In 2023, the organisation engaged LCC Group - a trusted long-term partner - to evolve its new master brand into a compelling internal audience experience and to create a differentiated employer brand identity that aligned with its overarching core brand idea of Brighter Days. The objective was clear: position Lutheran Services as an employer of choice in a competitive care sector by defining an authentic value proposition that resonates with current and future employees.
Through strategic insight, participatory research and thoughtful creative, the new employer brand gave Lutheran Services a compelling way to attract, engage and retain the people who care - supporting its ambition to be Queensland’s most loved care and community services employer.
INSIGHT
To build a brand that genuinely reflects and attracts the people who thrive there, we started with deep human insight.
OUR PROCESS INCLUDED:
+ Employee research & discovery
We mapped key employee personas across four core roles: care worker, manager of care roles, support staff, and support managers.
+ In-depth engagement
Over 20 hours of interviews with a cross-section of staff revealed a powerful truth: people choose Lutheran Services because of the support they receive and the freedom to care deeply for others. They stay because the culture enables them to make meaningful contributions every day.
+ Journey mapping
We identified what matters most at each stage of the employee experience - from recruitment through to everyday work life.
These insights shaped a new strategic positioning that brought the core brand idea of Brighter Days to life through the voice of the people it serves and employs.
SERVICES
+ Employer brand strategy and positioning
+ Employee persona development and journey mapping
+ Brand identity framework
+ Tone of voice
+ Key messaging framework
+ Visual language and creative direction
THE OUTCOME
At the heart of Lutheran Services is people caring for people - a purpose we anchored in the new employer brand with the people promise “Love what you do.” Drawing deeply on the organisation’s Lutheran ethos and values, we crafted a brand voice and visual identity that is:
+ Aspiring and supportive
Communicating warmth, inclusivity and optimism in how the organisation speaks to current staff and future talent.
+ Reflective of truth
Rooted in what employees genuinely value about working there - connection, purpose and supportive culture.
+ Distinct yet connected
Visually vibrant and contemporary, while firmly aligned to the master Lutheran Services brand architecture.
