A human identity not a corporate identity

An extensive rebranding for the aged care provider The Whiddon Group, turns the tables on the usual corporate identity approach.

Whiddon are an extraordinary aged care provider, who give a continuum of care for clients and career growth for employees, that truly makes their lives a journey.

With success comes growth. The Whiddon Group had outgrown their existing brand identity and brand position. Whiddon were seeking an identity that was more relevant to their current and future direction.

We laid the foundations of the rebrand with a strategy that comprised of a brand platform and implementation plan, developed from a deep dive in to the Whiddon brand, people and culture.

The best stories are the truthful ones. This was the inspiration for the Whiddon rebrand to be “a human identity, not a corporate identity”. For brand communication, we believe in human truths over marketing hyperbole. We know this creates a more meaningful connection to a brand and its offering. We also know this helps provide longevity and relevance of the brand for our client’s investment.

Deliverables: Rebrand, brand positioning, client and careers website, extensive print collateral and template files, short brand film.

The cornerstone of the rebrand was a new brand positioning, to be intergrated with the existing logo design.
Designed from the visitors perspective, this intuitive site caters for all ages and need; even a careers portal.
A deep dive into the scoping and planning phase was essential to organise the vast amount of information.
Integration with Google Maps pinpoints Whiddon locations www.whiddon.com.au
A media rich site tells the Whiddon story www.whiddon.com.au
A 'minimalist' design approach heroes the emotive photography and captivating quotes.
We suggested Whiddon staff hand their business cards with the image face up to demonstrate their people first policy and culture.
A flexible design system was necessary to accommodate every format immaginable.
Hours of chatting with clients uncovered honest insights and true gems.
Honest and authetic branding comes from the material in front of you.
Yes, Merle still dances at 92!
The brand photography and headlines are an integral element to the new branding.
Who has time to grow old? Just ask Una.
Transforming the ordinary - that's the power of branding.

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what clients say

Andy is a very fresh thinker. He really understands the briefings, throws himself full of energy into the new challenge and comes with very refreshing ideas. He is pragmatic, flexible, has a healthy dose of humour and always adds a touch of je-ne-sais-quoi that results in modern, honest and authentic designs

Anouk Lagae

Core Europe at Duvel Moortgat

thINK made a real difference to our business, helping us transform brands to market leaders and tell brand stories in new and compelling ways.

John Oulton

Head of Sales
Bayer Animal Health Australia

We used thINK at Coca-Cola to create concepts for new products and packs. If you’re after plenty of creative options based on clear strategic thought, without taking ages or spending a fortune, it’s worth giving Andy a shout.

Nicholas Brock

Marketing Manager
Boxes, Bars & Snacking at Lindt & Sprungli, UK

thINK is the best brand and storytelling consultancy I have worked with.

Sally Fairless

Marketing Manager
Head of Specialty, Real Pet Food Company