Aged care can be a sensitive topic for older Australians and their loved ones. With our guidance, Aveo set out to shift customer perception with their care offering for retirees within the Aveo community. With a focus on making an otherwise awkward conversation approachable, we introduced subtle brand elements to support this process.
We threaded a sense of dignity through brand direction, taking a softer approach in tone of voice, designing a softened visual identity against the master brand. Executing a photoshoot to support the art direction of this offering, we captured common scenarios of retirees enjoying the things they love helping them to visualise a sense of freedom and continued independence. We rolled out physical signage, displays, and sales collateral to support the launch of the repackaged service offering.