Creating the Future of Care

Relaunching GenesisCare

GenesisCare is an organisation of highly trained healthcare professionals and support staff throughout Australia, the UK and Spain committed to designing innovative care for people with cancer and heart disease. This passion starts with their founder, Dan Collins, who was motivated while supporting his father through heart disease. Dan has driven GenesisCare from a single cardiology clinic in 2005 to a global care leader with over 130 clinic locations.

GenesisCare had grown beyond its initial brand identity and was trying to determine how best to express itself as a global force for positive change in healthcare. The business also had a number of legacy brands that needed to be rationalised.

Designing Better Care

Through in-depth consultation and partnership, we recognised GenesisCare’s pioneering spirit and quick work filled with consideration. ‘Designing Better Care’ became the core brand idea, formalising how they work internally and telling the story about what makes them different. We created a purpose and new set of guiding values to support this commitment.


The new identity was designed to reflect this core idea, an iconic shorthand for the brand that acts as both a logomark and a window into the world of ‘Designing Better Care’. Supporting this is a bespoke typeface, with colour and photography that goes beyond the expected traits of a healthcare business.

Dear Dragon Rouge team. You’ve been stellar. You’ve helped (re)build a brand that touches 1,090,500 patients every year with cancer and heart disease. You have stretched our imagination, captured our spirit and been a phenomenal partner in designing better care.

I’m excited to continue our partnership as we work to develop our brand in China, our employee experience and all the other elements of brand development that come up.

Rachel White, GenesisCare Group Head of Marketing & Brand

Transform Award

Our work for GenesisCare was rewarded with a Gold award for Best Brand Evolution at the Transform Awards Europe.