Fresco Creative was approached by Presbyterian Aged Care with a view to overhaul their old logo and to develop a completely new brand strategy. We created a new logo and visual identity then allied it to a range of design collateral to create a new voice for their brand to better reflect their values and target audience. Our brief was to create a new identity that positioned PAC as a specialist aged care provider with a positive and energetic approach to care and customer service. In addition to the sense of care and support that PAC provides its residents, the new brand also needed to communicate “Positive Ageing” and all this encompasses. Choice, freedom, and a fully participating involvement in activities that promote health and wellbeing formed the strategy behind the creative tone of the new brand. Since the original logo design we have created a full stationery suite, a 75th Anniversary commemorative publication, a company brochure and two sub-brands – one for a new digital HR portal and another for a work health and safety initiative.