We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.
Care & Co
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Aged care has long been weighed down by outdated perceptions — cold, clinical, and impersonal. Yet, with Australia’s ageing population growing rapidly and aged care service usage up 31% over the past decade, the sector is at a critical turning point. The demand for innovation has never been greater, and Care & Co. is answering the call. They’re on a mission to make high-quality care the baseline, not the outlier, blending cutting-edge innovation with deep empathy to create tailored solutions that prioritise dignity, autonomy, and joy.
We partnered with Care & Co. to develop a brand that refuses to blend in. Bold yet deeply human, it redefines what aged care looks and feels like. Every element is designed to challenge expectations, positioning Care & Co. as a leader in an industry overdue for reinvention. With innovation and integrity at its core, Care & Co. is rethinking the way we age.
Aged care isn’t one-size-fits-all, and neither is Care & Co. This is a brand built on nuance, recognising that every individual carries a lifetime of stories, experiences, and aspirations that shouldn’t be reduced to a checkbox. They’re here to ensure that growing older isn’t about fading into the background; it’s about thriving, supported by the right care, the right people, and the right tools.
Care & Co. is redefining aged care from the inside out. A collective of forward-thinkers, industry disruptors, and human-first innovators, they’re building a future that elevates aged care beyond basic needs and into the realm of personalised, joyful living. From matching individuals with the right in-home care or accommodation to pioneering tech-driven compliance solutions, they ensure that no one is left behind in a system that should work for them, not against them.
Aged care shouldn’t be an afterthought. With Care & Co., growing older doesn’t mean taking a backseat; it means having the right support to keep living on your terms. And to us, that’s a future worth building.
Repositioning Care & Co. required more than a rebrand; it needed a complete strategic shift. Aged care is an emotional, deeply personal decision, and we saw an opportunity to redefine the category with warmth, boldness, and clarity. Our approach was simple: cut through the complexity, remove the stigma, and inject confidence into the process.
Through our strategy work, we uncovered Care & Co.’s core strength; their dual commitment to human-centred care and cutting-edge innovation. With rare clarity of vision, Care & Co. saw past outdated systems and rigid structures to focus on the people at the heart of it. Their focus wasn’t on tweaking the old model but on designing a better one entirely, leading the way toward a future where care adapts to the individual, not the other way around.
We built the brand to reflect this energy: forward-thinking, approachable, and deeply invested in the people it serves.
The Care & Co. brand identity needed to walk the line between credibility and warmth, authority and approachability. It had to feel human-first, yet distinctly modern.
At the heart of the brand is a bold, confident wordmark; its curved letterforms soften the edges of an often intimidating industry, while the precise structure signals a steadfast commitment to quality. This balance reflects Care & Co.’s role as both a trusted guide and a progressive force in the sector.
The brand typography reinforces this duality: striking headlines command attention, while a refined, contemporary sans-serif ensures readability and sophistication.
Our colour palette moves away from clinical blues and sterile whites, instead embracing a fresh, elevated mix of muted and vibrant tones. This ensures Care & Co. stands apart from the predictable aesthetics of aged care while still feeling professional, trustworthy, and full of life.
Photography and modern, emotive illustrations add a nuanced layer of warmth, reflecting real, lived experiences rather than generic stock imagery. This creates a brand that feels personal, supportive, and deeply invested in its community.
The renewed Care & Co. is a brand that feels as human as the people it serves. Bold but never brash, innovative but always empathetic, Care & Co. now stands as a category leader, rewriting the future of aged care with confidence, clarity, and care at the core.
© 2025 Smack Bang
We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.