Transforming aged care experience

An iconic community aged care site in Cottesloe is being transformed to provide unique new independent lifestyle and residential care options for local residents, with Clarity providing communications and brand strategy.

Wearne Cottesloe has provided residential aged care for several decades, however, this large historic site overlooking the Indian Ocean has been under-utilised and the existing buildings are no longer suitable for providing future-focused aged care.

Clarity has assisted Curtin Heritage Living, which runs Wearne Cottesloe, over a period of several years as it obtained approval for a high quality development to transform the site into new independent living accommodation and a new residential aged care facility.

The $120 million construction project is now well underway, with 75 luxury apartments and more than 100 residential aged care rooms, including special dementia care facilities, to be delivered in stages over several years.

Clarity provided public relations, branding and digital services for the key elements of the project:

– Waterfront Cottesloe – the new residential apartments being constructed along Marine Parade and Gibney Street
– Marine Views – the new residential aged care facility to be located at the rear of the historic site
– Wearne House & Gardens – the existing heritage buildings at the centre of the site and the recreated heritage gardens on the corner of Marine Parade and Warton Street

Waterfront Cottesloe was launched in April 2020 with Clarity completing all elements of the brand and visual design; assisting with the design and fitout of a high street sales suite at 22 Napoleon Street, Cottesloe, securing local media coverage, and our digital agency Firefly360 launching a new website.

Client

Curtin Heritage Living

Services

Branding & Design, Public Relations, Digital & Social Experience

Year

2020