Australian Unity – The Alba

Celebrate New Beginnings

Australian Unity, one of Australia’s leading mutual companies in the aged care and retirement living sector, acquired a new building overlooking Melbourne’s Albert Park Lake in St Kilda. Re-positioning twin-towers into a single precinct brand called The Alba – the site was set to become a welcoming, premium ‘vertical village’ for senior Australians.

The brand positioning needed to speak to both independent living and supported living audiences. With its brand architecture needing to stretch across Independent Living, Supported Living, Precinct brand)

The solution was that THERE Studio developed a calm, editorial identity built around human connection. A restrained colour palette encompassing charcoal, sandstone and teal enriched with foil finishes for tactility and warmth.

The visual identity consisted of an ‘A’ letter monogram, paired with a clean, legible, and elegant logotype.’

A tagline of ‘Live the way — you always have’ speak to the sense of flexibility and choice provided. A warm personal and human tone of voice expressed key messages like; ‘A place that — brings people together,’ ‘Effortless living — with heart,’ and ’Your wants and needs — front and centre.’

The outcome was a unified, people-first brand that reframes The Alba as a connected lifestyle destination. The work delivers clear messaging pillars around connection, ease and personal agency.

Client

Australian Unity

Completed

2022

Tags

Brand Identity / Positioning / Property Branding / Strategy

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