Noted: New Logo and Identity for Whiddon by THERE
“Handled With Care”
(Est. 1947) "Whiddon has been providing exceptional care to older Australians across regional, rural and remote NSW and QLD for more than 70 years. From our philanthropic beginnings, we have grown into a large not-for-profit organisation with more than 2,300 customers and over 2,000 people. We're an award-winning aged care provider with residential care, community care and retirement villages across New South Wales and Queensland."
THERE (Sydney, Australia)
But with a name that lacked relevance, and an uninspiring brand that failed to connect with its audience, it was a brand in need of help. After an internal re-alignment and refreshed strategic focus, we worked closely with Whiddon team on refining their brand platform and all aspects of their brand look and feel.
Through an emotive mix of colour, illustration and language we brought both the customer promise and these unique programs to life in a warm, personable and approachable way, embodying the creativity, joy and connection that Whiddon delivers to their clients. Four key shapes that depict love, support, understanding and companionship are literally at the heart of all creative.
Images (opinion after)
The old logo was like the sister company of Black Mirror’s San Junipero, with a slightly evil winged tinge that was probably designed with all good intentions but it just looked creepy. The new logo is a much friendlier, warmer, fuzzier logo in a fusion of script and sans serif that, even though my instinct is to question it, I kind of like. Even the “Wh” ligature I’m kind of, like, “yeah, work it”. The supporting graphics of a hand, heart, speech bubble, and mug are charming visually and appropriate sentimentally. Their style extends nicely into fuller applications that give the organization a warm personality. The color palette is quite pleasant and nicely restrained. The applications have a good liveliness to them with the overlaying of wobbly shapes, illustrations, photography, and colorful backdrops all with well executed typography. Overall, this is a great identity and makes this aged care provider feel more authentic and caring than most, who usually have a hospital-meets-Holiday-Inn vibe that can be somewhat depressing.