We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.
Aged care has long been weighed down by outdated perceptions — cold, clinical, and impersonal.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.