Abound Communities

A refreshed aged care brand

The Old Colonists’ Association of Victoria (OCAV) is one of the oldest institutions in Victoria. OCAV was formed in 1869 by a group of prominent Melburnians who wanted to ensure that older Victorians in need had somewhere secure and affordable to live, support when and if they needed it, and a community in which they felt engaged.

OCAV was seeking a new public-facing brand name. One which was modern and inclusive, and has clear alignment with OCAV’s vision and values.

We were engaged to deliver a rebrand, including the development of a new name and associated brand story that would breathe new life into the organisation. One that would resonate with donors of funds/land, philanthropists, investment groups, potential residents and current residents.

Through a series of stakeholder workshops that included staff, board members and resident participants, we facilitated rich discussion and extracted insights that informed the creative and ultimately delivered a meaningful and inclusive brand and story.

Abound is a vibrant and active word.
Abound in nature is generous, it’s thriving and it’s flourishing.
As in nature, people also thrive in the right environment.
When we live in security and independence and an embracing community that celebrates difference and diversity, our true beauty as people comes to life.
Our retirement communities provide this place and environment.
Abound with wonderful people who appreciate the beauty of life.

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What we did

Brand Identity & Guidelines

Signage & Events

Naming & Taglines