CareAbout
Creative concept development and art direction for a new photographic identity as part of CareAbout's wider brand refresh. The project introduced a distinctive library of authentic portraits, bringing personality, warmth and a fresh perspective on ageing to the brand.
Behind the Brief
Working with Australian aged care comparison service CareAbout, I saw an opportunity to challenge the industry's reliance on generic stock photography and outdated portrayals of older people.
The goal was to create imagery that celebrated individuality and independence, while maintaining the trust and reassurance families need when navigating aged care decisions.
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I wanted to move away from predictable aged care imagery and create something that felt fresh, confident and full of personality.
The concept centred on real, street-cast senior Australians, celebrating their individuality through expressive portraits, vibrant colours and a contemporary editorial style. Rather than focusing on age or care needs, the photography put people and their personalities front and centre.
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I developed the creative direction for the shoot, shaping everything from casting and styling to colour, composition and overall visual tone.
Working with the photography team, I helped bring the concept to life through a series of characterful portraits that balanced bold visual appeal with warmth and authenticity.
The imagery was developed with flexibility in mind, ensuring it could be used consistently across CareAbout's website, digital advertising, social media and wider brand communications.
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The result was a versatile library of bespoke photography that gave CareAbout a more distinctive and recognisable visual identity.
The new imagery moved the brand beyond traditional aged care conventions, introducing a more positive representation of growing older while creating a cohesive photographic style for future campaigns and marketing activity.
Fancy a new photography direction?
Talk to me today about a fresh look and feel for your brand.
