Plena and Claro

Zenitas offers services across health, aged care and disability, and supports their customers with an expansive network of trusted professionals. After a series of acquisitions and with aspirations to move towards an integrated model of care, the organisation needed to rethink its portfolio strategy in order to provide greater strategic clarity inside and out. Key to this evolution was the creation of brands for Zenitas’ mobile allied health, home and community care divisions that would align with organisation’s broader portfolio. Zenitas needed to unite their independently strong brands into one seamless offering.

To create synergy between the new brands and establish a more seamless experience for customers, we created a strategic foundation with the universal brand idea, ‘Connected One & All’. This would set the course for how the portfolio of brands connect customers, families and health professionals so that older people, and people with disability, can live fulfilling lives. Introducing Plena Healthcare, a new brand whose name signals a holistic approach to delivering health, care and wellbeing solutions, and Claro, a brand name with a nod to a brighter future of care in the aged-care and disability space. Plena’s brandmark and graphic palette visually express the transformative nature of healthcare through incremental step changes that represent the commitment to constant progress and evidence-based solutions. To complement this, Claro’s identity reflects the positive and empowering care services that radiate through the lives of the individuals and communities they support. Plena and Claro are crucial components in a new portfolio of brands marking an important step forward for Zenitas and the communities they serve.