CareAbout
CareAbout is an Australian aged care comparison service, helping families navigate their care options and find the right support for themselves and their loved ones.
They were in desperate need of a new creative direction that would help them stand out in an industry dominated by generic stock photography and outdated portrayals of ageing. The aim of this project was to not just change-up their images, but to totally challenge the stereotypes surrounding older Australians by creating a more positive and empowering visual identity.
Through thoughtful art direction and a vibrant new photographic style, I approached the brief in a way that celebrated the independence, personality and vitality of senior Australians.
Full Project Scope
The outcome was a distinctive and relatable visual language that could be rolled out across digital, print and wider brand campaigns, helping CareAbout stand out in a crowded market while building a stronger, more authentic connection with its audience.
-
Creative concept development and planning for a bold new photographic style that replaces tired stock imagery with vibrant, authentic portraits of real street-cast senior Australians. No staged perfection – just genuine, relatable people living full and independent lives.
-
Photoshoot planning and production management, including location, talent and logistics.
-
On-set art direction to ensure every image aligned with the new creative vision.
-
Professional retouching, image optimisation and final asset handover for use across digital marketing channels.
Love this look?
Talk to me today about a fresh new direction for your brand.
