CARINITY
The Aged Care sector is undergoing significant transformation — a time of review, reflection, and greater transparency. It’s a new era defined by choice, empowerment, and innovation.
ABOUT
Carinity is a Christian not-for-profit supporting Queenslanders through aged care, home care, education, counselling, and community services. Since 1949, they’ve helped people live with dignity in caring environments.
INTRO
Choosing the right aged care facility is a big decision, not just for the resident, but often for their family as well. In many cases, it’s the family who leads the decision-making. For those navigating this process for the first time, a recommendation from someone who’s already been through it can be incredibly reassuring.
Before the ta-da, the plan
Listening to the people who planned, created and used the product gave us valuable insight into Carinity Aged Care’s real-world impact and helped shape a clear direction for the new brand; grounded in lived experience.
Brand intro.
At Carinity, Living with Purpose means caring for the whole person—body, mind and spirit.
We believe that true care goes beyond meeting physical needs. It’s about creating meaningful moments, encouraging connection, and bringing a sense of purpose to each day. That’s why every activity, interaction and gesture is designed to enrich the lives of our residents.
For over 70 years, our faith-based mission has placed people at the heart of everything we do. We’re here not just to care, but to help every resident live with purpose, in a place they feel at home.
Carinity Aged Care. Living with Purpose.
Brand idea.
Amelia La Frantz
Marketing Business Partner, Carinity
Two stories. One shared peace of mind.
Creating two TVCs, one from the perspective of a Carinity aged care resident and one from a family member, allowed us to speak directly to both sides of the decision-making journey. Each film offers a reassuring, authentic view of life at Carinity, helping prospective residents feel at home and giving families confidence their loved ones will be genuinely cared for.
Cool tones, clear purpose
The Carinity colour palette offers a calming, grounded visual playground. Its range of turquoise blues and greens allows the brand to express care, clarity and confidence across varied messages, while remaining cohesive and recognisable.
Visual storytelling in every space
Bespoke photography and clean design extend the campaign across outdoor and digital platforms, creating authentic, clear, and impactful visuals that engage audiences everywhere.
Living with purpose starts here
An internal brand video is a great way to share the new “Living with Purpose” message with the team. It helps everyone see how the brand ties into the work they do every day and connects naturally with Carinity’s values of love, care and belonging. It’s all about helping staff feel proud, connected, and part of what’s next.
Recognisable, wherever it goes
You can see the brand at work in these examples.
They all work together to create a familiar, consistent presence that helps the brand stand out, wherever it shows up.
John Lenneberg
Creative Director, Moniker Creative
Imagery that speaks brand
This brand meets you wherever you are
This brand shows up everywhere; online through social media, and out in the real world on the streets. Whether it’s outdoor, a post or a presence at an event, it’s bold, consistent, and unmistakably on-brand
