Huon
Client
huon
DELIVERABLES
Brand Identity
art direction
Website
Printed materials
Huon Regional Care is a community-focused aged care provider based in Southern Tasmania. They offer deeply personal care across a broad range of services, but their existing brand struggled to communicate that warmth. I led the design and art direction to revitalize their identity across every touchpoint, from their digital presence to physical signage and internal communications.
The challenge
Aged care is a complex, emotional category that is often defined by a "beige sea of sameness." Families often feel overwhelmed and residents feel unsure, yet most brands in the space opt for clinical, jargon-heavy communication. The brief was to keep the existing logo but rethink everything else. We needed to show that entering aged care can be a positive step forward rather than a last resort, moving away from a clinical feel toward a visual language that felt modern and human.
The process
I built a new visual identity around the idea that "change can be beautiful." To move away from the dull tones typical of the sector, I introduced a soft, uplifting color palette paired with spacious layouts and candid photography. A key element of the refresh was a continuous line graphic, a visual metaphor for the connection between carers and residents.
On the digital side, we redesigned the website from the ground up to support families in "decision mode." I focused on streamlined navigation, jargon-free service breakdowns, and an accessible, mobile-friendly design that worked just as well for older users as it did for busy carers. The goal was to ensure every interaction, whether on a screen or a physical sign, felt quietly confident and easy to navigate.
The impact
The result was a brand that finally reflected the heart of the organization. By reframing aged care as a moment of possibility rather than loss, we created a clear, comforting identity that stood out in a crowded market. The project earned praise from both the Huon Team and the CEO for its ability to capture a sense of optimism. For me, it was a rewarding exercise in building a multi-touchpoint brand that speaks with kindness.
We’re delighted with the result. A strong, clear brand reflecting our broad range of services for elderly Tasmanians.
Barry Lange
CEO • Huon Regional Care
