Wesley Mission Five-Year Strategy

Wesley Mission was navigating a period of transition, refreshing its brand proposition and preparing to share its five-year strategy with the market and a diverse stakeholder group.

The organization turned to Opus Agency for strategic positioning, art direction, and design support. We found the spark in its own history: bold decisions made in service of the community.

Following the pandemic and the impact of the Royal Commission into Aged Care Quality and Safety, Wesley Mission closed its residential aged care centers to refocus on its core services. Criticism from the sector and the press made it challenging to communicate its next chapter.

We drew on milestones from Wesley Mission’s history to develop Reigniting Bold. Already embedded in its language, “bold” gave the strategy a rallying message rooted in its commitment to community service.

We carried that thinking into creative direction, art direction, design, and photography across corporate documents, including the annual report, integrated campaigns, and social media.