aged care Brand Case Study
Grey Matters
delivered
Logo Design
Brand Look & Feel
Web Design
Illustration
partner
The Content Division
sector
Aged care
website
summary
Creature were brought onboard to develop the brand for a new content platform pitched at retirees as “honest conversations about growing older in Australia.”
challenge
Grey Matters… a cute play on words, sure... but having the word ‘grey’ within the name presented us with a significant visual dilemma. We knew we had to use the colour grey in some capacity, but equally knew we’d run the risk of everything looking, errr, grey. After all, this is meant to be a platform to inspire the oldies, not remind them of the great depression!
solution
We thought “what would Nanna Fay do?” and naturally the answer was a mauve rinse! By injecting pastels we were able to add just enough vibrancy to allow the brand to feel optimistic. Colour aside, we knew nostalgia would play a pivotal role in creating a relatable feel for the ageing audience, so we embraced a black and white photography feel and incorporated paper and ink textures to evoke the feeling of reading a hand-written letter.
results
The brand is a love letter to yesteryear, and has set Seasons up to engage with their audience for years to come. We don’t enter awards (but The Content Division do) and the work was a finalist for a Mumbrella CommsCon Award in 2019.
Accessibility
Cross Platform Design
