Health Metrics, an Australian technology company established in 2008, has launched a new website as part of its eCase rebrand. The company, which designed and built the eCase platform for home care, residential aged care, retirement living, and disability care service providers across the country, has adopted the new brand position 'Taking care of care'. The rebranding was deemed necessary to reflect the evolving needs of the sector and to strengthen relevance and connection to the care sector.

"Our purpose is to enable our customers in the care sector to sustainably provide excellence - not just for the betterment of their clients, but society as a whole - and I believe this latest iteration of the eCase software and its brand are going to achieve just that," said Paul Brindle, CEO of Health Metrics.

The eCase software platform aims to provide users with an easy-to-use system that delivers a single client record for individual assessments, care plans, medications and more across the entire care continuum. The rebranding was done in partnership with B2B agency, Thinksmart Marketing.

"Partnering with Thinksmart Marketing allowed us to inform our new direction with research to identify the key challenges facing today's care providers," Brindle added.

The new brand strategy and delivery extended to visual and verbal identity, brand architecture, website design, product design, and service delivery. "It's rewarding to work on a project which demonstrates the value of strategic marketing to connect a brand to its audience. The result is an intuitive brand with a fresh and contemporary direction that extends beyond creative and into product design and service delivery," said Janine Pares, Managing Director of Thinksmart Marketing.

The new brand is now complete across every touchpoint, impacting customers, staff, and other stakeholders.