An approachable and gentle brand evolution for a retirement living centre that provides a real sense of home amongst cookie-cutter 'big-business' aged care facilities.

As unique as you are

Aged care has become big business, with larger operators building modern but cookie-cutter projects spread over many locations, often housed within a single large building operating more like a hotel. Cumberland View is not shiny and new but has developed a sense of place that can only come through the passing of time. The village’s value proposition to residents is built around this unique, single-village focus and its vast open spaces.

The rebrand celebrated Cumberland View as a one-off offering, as unique as the residents who live there. The Self-truth® – “As unique as you are” – was reflected through considered application of handwriting, along with resident portraits, quotes and profiles used throughout marketing materials.⁠

Celebrating individuality

Commissioned campaign photography helped reinforce the unique aspects of the village along with the residents who call it home.

Viewing Points

Key wayfinding, totem and entrance signage was produced. In addition, viewing points located throughout the village highlight the unique surrounding views, flora and fauna.