Lutheran On-site Brand Experience
BRAND
Lutheran Services provides care and support to older and vulnerable people across more than 20 locations throughout Queensland. Following the organisation’s rebrand, Lutheran Services engaged LCC Group to translate the new vision, identity and values into a consistent on-site brand experience across its facilities.
The brief was twofold: to move away from a clinical, institutional “nursing home” feel and instead create environments that felt warm, welcoming and human - and to implement a clear, intuitive wayfinding system that reduced stress and helped residents, families and visitors navigate spaces with confidence.
INSIGHT
Care environments play a critical role in how people feel - especially for older residents and those visiting loved ones. Through stakeholder workshops and site audits, we uncovered that language, layout and visual cues were unintentionally reinforcing a hospital mindset rather than a sense of home and belonging.
Loneliness, confusion and anxiety were real challenges - not just for residents, but for family members and visitors navigating unfamiliar spaces.
To truly bring the brand to life, the physical environment needed to express the same warmth, optimism and humanity as the new Lutheran Services brand promise.
This insight shaped a brand experience grounded in a simple, powerful idea: “Welcome, come on in.” An invitation that reflects openness, comfort and connection - and one that could be consistently expressed across signage, language, colour and spatial experience.
SERVICES
+ Stakeholder workshops and alignment
+ Brand translation into the built environment
+ Brand experience and on-site signage strategy
+ Wayfinding audits and spatial planning
+ Brand design and artwork
+ Substrate testing and colour quality assurance
+ Project management
+ Signage contractor management and rollout
THE OUTCOME
LCC Group delivered a structured, end-to-end brand experience and wayfinding system that was conceptualised, tested and rolled out across more than 20 Lutheran Services sites throughout Queensland.
What were once clinical, institutional environments were transformed into spaces that feel calm, friendly and welcoming. Hospital-style language was replaced with warm, human terminology - including renaming the “nurses’ station” to the Service Hub - helping residents feel more at home and encouraging family and friends to stay longer and feel more connected.
The new signage and wayfinding system supports people to move confidently through each site, reducing stress and enhancing everyday experiences. It remains a milestone project for Lutheran Services - one that continues to positively impact residents, visitors and staff, and demonstrates the power of brand to meaningfully improve lives.
