Whiddon Brand Refresh - Photograph of Creative Ageing Program

Brand Identity Refresh With Upmost Care

Brand Identity Refresh With Upmost Care

Whiddon

Whiddon

Whiddon Group has been providing award-winning aged care solutions to Australians for over 70 years. A not-for-profit organisation employing close to 2,000 staff and caring for over 2,000 people. Working closely with their team, we developed a refreshed brand identity that delivers on their customer promise – ‘Enriching lives by keeping people connected to, and participating in, the things that matter to them’.

Whiddon Group has been providing award-winning aged care solutions to Australians for over 70 years. A not-for-profit organisation employing close to 2,000 staff and caring for over 2,000 people. Working closely with their team, THERE developed a refreshed brand identity that delivers on their customer promise – ‘Enriching lives by keeping people connected to, and participating in, the things that matter to them’.

Brand Strategy / Brand Architecture / Naming / Brand Identity / Digital Design / Print / Brand Book / Brand Guidelines / Signage / Vehicale Livery / Uniforms

Whiddon Brand Refresh - Logotpye & core brand shapes

The Core Essence Of The Refreshed Identity

The Core Essence Of The Refreshed Identity

As a business, Whiddon is all about connections and human relationships. Our bespoke logotype sought to reflect this, joining characters to create one seamlessly connected mark that is both friendly and distinct. This concept was further reinforced by a set of charming illustrations and shapes appearing throughout the brand, designed to reflect both the organisation’s values and services, and add a sense of warmth to their communications.

As a business, Whiddon is all about connections and human relationships. Our bespoke logotype sought to reflect this, joining characters to create one seamlessly connected mark that is both friendly and distinct. This concept was further reinforced by a set of charming illustrations and shapes appearing throughout the brand, designed to reflect both the organisation’s values and services, and add a sense of warmth to their communications.

Whiddon Brand Refresh - Connected brand logotype
Whiddon Brand Refresh - Core brand shapes: Support, Understanding, Love, Companionship

Re-inforcing A Key Point of Difference

Reinforcing A Key Point of Difference

Approaching aged care from a holistic view, Whiddon’s Creative Ageing programs are part of what makes them so unique. From gardening and art to singing, cooking and even raising chooks, these creative programs helped inform the brand’s illustrative visual language. A set of hand-drawn illustrations and shapes were created to reflect both the organisation’s values and services, and add a sense of warmth to their communications.

Approaching aged care from a holistic view, Whiddon’s Creative Ageing programs are part of what makes them so unique. From gardening and art to singing, cooking and even raising chooks, these creative programs helped inform the brand’s illustrative visual language. A set of hand-drawn illustrations and shapes were created to reflect both the organisation’s values and services, and add a sense of warmth to their communications.

Whiddon Brand Refresh - Illustrated icons for each of the unique Creative Ageing programs
Whiddon Brand Refresh - DL flyers for the Creative Ageing program
Whiddon Brand Refresh - Photograph of Creative Ageing Program

A Flexible Brand System

A Flexible Brand System

For Whiddon to communicate effectively with each of their audiences, a brand system that allowed them to tailor the visual tone of their message was needed. Comprehensive brand guidelines were developed to demonstrate how best to express themselves – from layouts that appear calm and restrained, to more open and playful.

For Whiddon to communicate effectively with each of their audiences, a brand system that allowed them to tailor the visual tone of their message was needed. Comprehensive brand guidelines were developed to demonstrate how best to express themselves – from layouts that appear calm and restrained, to more open and playful.

Whiddon Brand Refresh - Overview of key brand guidelines pages
Whiddon Brand Refresh - Posters visualising the brand flexibiity in design execution
Whiddon Brand Refresh - Digital homepage design intent for desktop
Whiddon Brand Refresh - Digital homepage design intent for smartphone

From Uniforms To Livery

From Uniforms To Livery

An extensive refresh allowed us to explore Whiddon’s total brand experience. Everything from uniforms to digital assets, to signage guidelines, was designed to align to the new identity. We even created the livery for Whiddon’s very own shuttle service. A truly complete and uniquely human brand identity that captures its peoples warm and caring character.

An extensive refresh allowed us to explore Whiddon’s total brand experience. Everything from uniforms to digital assets, to signage guidelines, was designed to align to the new identity. We even created the livery for Whiddon’s very own shuttle service. A truly complete and uniquely human brand identity that captures its peoples warm and caring character.

Whiddon Brand Refresh - Uniform and name badge
Whiddon Brand Refresh - Welcome brochure covers for Community Care, Residential Care and Retirement Village
Whiddon Brand Refresh - Business cards
Whiddon Brand Refresh - Welcome brochure pack

"After shortlisting a number of potential partners, we choose There as our brand agency. They demystified the journey we could expect, and really took the time to listen and understand our needs. Working with the brand team has been a rewarding and collaborative experience from start to finish. Their professionalism and creativity made the entire process refreshing and easy. We look forward to continuing our relationship in the future."

"After shortlisting a number of potential partners, we choose There as our brand agency. They demystified the journey we could expect, and really took the time to listen and understand our needs. Working with the brand team has been a rewarding and collaborative experience from start to finish. Their professionalism and creativity made the entire process refreshing and easy. We look forward to continuing our relationship in the future."

Chris Mamarelis
CEO - Whiddon

Chris Mamarelis
CEO - Whiddon

"The team at There has created a truly unique brand that is instinctively Whiddon at its heart. The team took the time and care to really understand why we exist and created a brand that fundamentally reflects who we are.

Delivering a flexible and fresh identity that is both vibrant and personable. The result is a differentiated brand that all of us can be genuinely proud of. We would not hesitate to recommend them to others."

"The team at There has created a truly unique brand that is instinctively Whiddon at its heart. The team took the time and care to really understand why we exist and created a brand that fundamentally reflects who we are.

Delivering a flexible and fresh identity that is both vibrant and personable. The result is a differentiated brand that all of us can be genuinely proud of. We would not hesitate to recommend them to others."

Amiria MacKinnon
General Manager Marketing & Communications - Whiddon

Amiria MacKinnon
General Manager Marketing & Communications - Whiddon

Whiddon Brand Refresh - Key corporate collateral
Whiddon Brand Refresh - Template for out-of-home billboard advertising
Whiddon Brand Refresh - Template for out-of-home bus stop advertising
Whiddon Brand Refresh - branded vehicle livery for the transportation van
Whiddon Brand Refresh - branded mugs with tone of voice statements

Project Completed at:

There Studio

Project Team:

Paul Tabouré
Matt Player
Caroline Leung
Ebony Goh
Manusr Amiri
Tania Sacco

Currently
Head of Brand
at There Design

Location
Sydney,
Australia

Contact
hello@deanhazelgrove.com
+61 498 187 010

Contact
hello@deanhazelgrove.com
+61 498 187 010



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