CORE Refurbishments
Core Refurbishments: Re-Thinking Retirement Living in WA
The Objective
Core FM, a Perth-based facility management company whose name and branding gave the impression of a radio station, approached Dovetail to reposition their brand and establish themselves as a market leader in the niche retirement living renovations sector. The goal was to create a brand narrative that celebrated the positives of retirement living while attracting new retirement home property clients through a compelling online presence.
The Solution
Following a thorough analysis of the market and competitors, it was clear that none of the original Core FM brand elements were suitable. Colours, messaging, and category descriptions were misaligned, with the company name “Core” being the only usable element.
Dovetail developed a new logo and brand narrative that reflected the fresh interiors and welcoming spaces created for their customers. The icon symbolises community living under one roof, offering a sense of shelter and connection. Warm oranges and ocean blues were chosen to reflect the sunsets, skies, and coastal lifestyle of Perth. The category description was updated from “Facility Managers” to the clear, accessible “Refurbishments.” To counter any negative perceptions of retirement, the tagline “Re-Thinking Retirement Living” was introduced, highlighting the “Re” in words like Rethink, Refocus, and Reimagine, creating a cohesive and dynamic messaging platform that works across print, social, and animated applications.
The Result
Since the rebrand, Core Refurbishments has established itself as the market leader in retirement living renovations in Western Australia. The business has successfully completed over 300 renovations and continues to grow a diverse and satisfied customer base.
"Dovetail brought our vision to life. The refreshed brand and clear messaging have helped us connect with new clients and celebrate retirement living in a way that feels genuine and uplifting."
- Simone McKenzie, Chief Executive Officer
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.