Principals Rebrands Aftercare, Creates New Stride Identity

Principals Rebrands Aftercare, Creates New Stride Identity

Branding design agency Principals has delivered a rebrand for Aftercare, Australia’s longest-serving mental health services organisation.

Aftercare began life more than a century ago as a pioneer in mental health, filling the gap for people after they left hospital. Fast forward to today and there is a baffling array of service providers in the space. Thanks to the NDIS, people now have more control over the care they choose but with all the clutter, it can be a stressful decision.

Working alongside Aftercare staff and clients, Principals helped to provide clarity of purpose and messaging, positioning the organisation as a brand that guides people towards a positive future of their making.

Aftercare was a name that felt outdated and had become misleading, so it was replaced with Stride – a name that reflects the organisation’s transformation. The name also speaks to the fact that wherever clients are on their recovery journey, Stride will be by their side.

Along with the new name, Principals developed a contemporary identity that adopts a master brand approach in addition to a tool kit that includes a bold, directional logo, soft colour palette, elegant type style and practical design system. A bespoke suite of brand images was also created using real staff and clients to further connect to individual stories and services provided.

Stride CEO Andrew Young said: “This work marks a new chapter for Aftercare which began in 1907. With a new name, brand story and an all new look, we are equipped to better support our strategic focus to be mental health specialists for children and young adults, and any person with complex needs.”

In addition to the identity, Principals has overseen an all new brand strategy, brand voice, website design and development, as well as identity implementation and roll out.

Principals Strategy Director Moensie Rossier said: “This work has served to reimagine the organisation for the future, making it more visible and accessible to clients, setting Stride apart from other providers in the space.”




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