Be is a non-profit, aged care and health and well-being organisation, providing community services and transport solutions to over 32,000 people across Queensland. Be’s mission is to support and innovate to help people live fulfilling and meaningful lives, through excellence of delivery in services, world-class research, knowledge, and education.

Re-imagining aged care

I had identified challenges for the existing ComLink brand which were limiting the organisation's potential for growth and recommended a rebrand to the C-Suite and Board of Directors with unanimous support to reposition the organisation away from transport (their original primary service offering) and into an innovative and dynamic health and wellbeing leader.

For Be, I built and led teams to support all marketing activities for the QLD wide organisation of 450+ staff and volunteers, and over 32,000 registered clients – including branding. design, traditional media, PR, digital marketing, social media, web, events, campaign management, consultants and more.

A key part of my role was assisting the C-Suite in delivering Be’s values, vision and mission with regular internal and external communication in line with Be’s unique culture and organisational tone of voice and inspire creativity and a culture of service excellence contributing to client base growth from 6,000 clients in 2013 to over 32,000 clients in 2021.

An animated gif of Be trifold brochure designs
A mockup of the Be Employee Handbook
An example of an advertising and marketing campaign for Be
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Services provided

Brand Positioning, Messaging, Brand voice and personality, Customer journey, Roadmap, Marketing Strategy, Content strategy, Print collateral, Graphic Design, Vision, mission, values, Target audience
Profile photo of client giving testimonial
Paul Cordell
I have been fortunate to work with Adam as he transitioned a 34 year old organisation into a new era. The rebranding of ComLink to Be was a mammoth project where he engaged with the board, executive team, staff and clients to take everyone along on the journey. This went well beyond a simple change of logo and was used as a key platform to drive change into the organisation to enable Be to stay relevant and to grow in a rapidly changing market. Adam's strong empathy and inclusive nature allowed him to communicate with all parties to unite them in the transition to this new era. I have no hesitancy in recommending Adam.