Renaming, Repositioning and
Rebranding a National Peak Body
We partnered with Australia's national peak body to redefine how ageing is understood, represented and championed across the country
Client:
Aging Australia
Services:
- Brand Strategy & Positioning
- Naming
- Visual Identity
- Messaging & Tone of Voice
- Brand Guidelines & Playbook
- Creative Direction (Digital & Campaigns)
Following the formation of the Aged & Community Care Providers Association (ACCPA), the leadership team engaged Skipper & Skipper to define a new identity that would reflect the full spectrum of ageing services across Australia – not just aged care.
The goal was to build a more purposeful, unifying and
future-fit brand that would resonate with providers, government, and the wider community.
Discovery, Insight & Strategy
We began by engaging the ACCPA Board and State Council Representatives in structured interviews and workshops, testing potential brand directions, values, and naming territory.
Through this insight and consultation, we developed a new proposition – Helping people ageing in Australia live their best lives – and a compelling brand framework to unite the sector behind a single purpose.
Naming and Identity
The name ‘Ageing Australia’ was created to reflect a broader commitment to ageing services and shift the conversation beyond institutional care. The visual identity was inspired by the arc of the sun – from dawn to dusk – a metaphor for the richness, progression and promise of every stage of life.
Brand rollout and support
Skipper & Skipper developed a comprehensive set of brand guidelines and a visual asset library to ensure the new identity was applied consistently, clearly communicating Ageing Australia’s purpose, services, and value to members and the wider sector to support internal teams, external vendors and stakeholders.
The Result
Ageing Australia is now a confident, unified and future-focused brand, representing providers with clarity and compassion. It enables stronger advocacy, more meaningful partnerships, and a bold vision for ageing well across Australia. With a refreshed identity, digital presence and purpose-led positioning, the organisation is poised to lead the next chapter in the sector’s evolution.
