Inicio Elder Care

Inicio had a mission to make elder care better, and more visible. The brand identity is deliberately bright and youthful, a stark contrast to the medicinal blue that is so common in this sector. Inicio's focus was helping elder care facilities in New Zealand cater more to the individual wants and needs of the elders, rather than forcing everyone in the facility to follow the same schedule, partake in the same activities, and eat the same meals. The advertising and website we designed highlights each individual elder's unique (and sometimes unexpected) hobbies, bringing humour and lightness to the topic, as well as raising public awareness.