Brand voice, naming, copywriting.

Australia, like most developed nations around the world, has seen a vast increase in its population aged 55 and over. Longer life expectancy brought on by better quality of living means that the aged care sector is under pressure to meet a growing demand for care services, both in people’s homes and in residential facilities.

Consequently, the fabric of aged care in Australia is changing too as Government reforms are shifting the sector toward consumer-directed care. This means people who are in need of services will have greater control and choice, allowing them to select the service providers and facilities that they feel best meet their needs.

Transcending category cliches and the unrealistic ways in which ageing and the aged are portrayed, Southern Plus recognises the positives of the ‘third age’, highlighting the opportunity to do more with your life during a time of new found freedom. Southern Plus presents a life full of vigour, confidence and positivity combined with warmth, wisdom and experience.

The brand focuses on service features and benefits, and highlights the positive little extras from a first person perspective. At its heart, the brand is user-centric by design; it’s intentionally clean in layout. Scale and legibility of the warm typography is designed to assist a vision impaired audience digest meaningful and important information in a positive and clear manner. Colour plays the vital role of embodying positivity and helping to avoid the category cliches whilst also falling within vision impairment guidelines. 

Created with the team at FutureBrand Australia, I led the naming and brand voice components of this important rebrand.