Healius - FutureBrand


A new perspective on healthcare for all Australians

Primary Health Care is a diversified healthcare service provider founded in the 1980s to provide affordable and accessible healthcare to millions across Australia. Since their foundation, they’ve grown to offer everything from diagnostic imaging and pathology to IVF and skin services, across 2,500 sites throughout Australia with more than 12,000 people.

Due to shifts in patient expectations brought about by new technology as well as greater choice due to the availability of information, Primary has made a commitment to a future of healthcare that is more collaborative, empathetic and connected.


Primary Health Care needed a brand that would be a clear symbol of change – one that would lend trust and credibility to the positive transformation already happening across the organisation, from increased employee engagement to increased investments in digital platforms. The new brand needed to connect a wide range of medical disciplines and take into consideration the needs of skilled practitioners, healthcare professionals and of course patients. Plus, represent a new future of healthcare that balances treatments and procedures with quality of service and the patient experience.


We created a name for the company that would be a catalyst for spreading this new perspective of healthcare and built an all-embracing visual and verbal identity system that united all of Primary Health Care’s services. This new name, Healius, communicates a spirit of togetherness and mutual dependence among the thousands of Healius people who support the millions of Australians as they live their lives. It also expresses the feeling that healthcare is about more than treatment, it’s an emotional experience too.

We conveyed this simple yet powerful logic through a visual metaphor – ‘Life’s Journey’ – and a series of patterns that evoke electrocardiograms but, more importantly, suggest all the twists and turns that life can take, resolving itself in a simple but confident ‘H’ logo. Behind this is portrait photography to recognise to the people at Healius at the heart of the organisation and a colour palette that transcends corporate blues and provides a warmer, richer feel.

This vision of healthcare becoming more empathetic has also informed Healius’ sub-brands too. Adora speaks to the gift of life and the joy of family made available to all; meanwhile, Lumus welcomes the belief that diagnostics is more than the image, it’s about the true value of illumination.


The launch of the new brand helped reinvigorate the organisation, putting the patient experience front and centre and future-proofing it for years to come. As new Healius medical centres and facilities open and patient booking and employee engagement platforms go online, the brand is a clear signal of transformation, not just for Healius but for the industry as a whole.