A new name & visual ID, all wrapped up.

St John of God, Geelong Hospital


Grindstone was engaged by St John of God to create a brand identity for a bespoke, midwife led, maternity care package.

The hospital had established that a cohort of private patients were choosing the public service instead of their premium care because of high gap fees. The objective of the new offering was to entice those people back into private maternity care at a more affordable cost, whilst still offering access to many of the benefits of a premium service.


In developing a name and visual identity for the new service, Grindstone needed to ensure that the branding was clearly defined and resonated with the target audience on an emotional level. The name had to be memorable and distinctive with warm, nurturing, maternity-centric overtones whilst also relaying the message of a ‘package’ being offered for this service.

The visual design also needed to strike a balance between creating a tactile human centric feel and connection to the low cost offering. This was achieved by using warm colours and imagery with simple fonts and layouts.


Following a discovery workshop with St John of God to explore objectives and brand strategy, Grindstone embarked on a concept development phase to tease out the core messages, from which the name ‘bundle’ was born. Memorable, contemporary and evocative, the name has a bundle of meaning with vast application potential and is matched with an equally compelling visual identity, conveying a strong message of the maternity service to St John of God’s target audience.

  • Brand strategy
  • Naming
  • Brand design
  • Content
  • Social Media Content
A special delivery for St John of God – the perfect name and visual identity for a brand new, low-cost, private maternity service. Our biggest challenge? Make it clear and compelling but distinct from the primary maternity offering... another Grindstone brainchild: ‘For the little things’.