BASSCARE
Aged care is a category that has long designed itself into a corner — primary colours and stock photography of silver-haired couples on couches, a visual language that softens everything until nothing lands. BASSCARE, a multi-service organisation in Melbourne's east, had outgrown all of it.
Melbourne, VIC
Completed
2025
Boroondara is one of Melbourne's most established communities. BASSCARE has been part of it for decades: retirement living, respite care, dementia support, meals-on-wheels, activity groups. The organisation had grown, but the brand hadn't kept pace. Following a strategy developed by Flaunt Marketing, our brief was to build an identity that could hold all of it.
We built the symbol to sit alongside each of BASSCARE's service marks rather than above them. A mark that invites you to look closer. A contemporary colour palette that introduced energy and vibrancy whilst remaining accessible for the intended audience. The typographic system followed the same logic.
For the website, we resisted the pull toward a stock standard service directory and designed something closer to a publication. A digital home for anyone over 50 in Melbourne. BASSCARE now has an identity that can transform with the organisation — one that doesn't announce itself as aged care, and doesn't need to. The website gives them the infrastructure to build an audience, as well as serve their existing one.
Brand Strategy: Sharyn Lowe — Flaunt Marketing
.avif)
Daphne Huguette