Hireup Aged Care
Positioning Hireup in a new market.
Services —
- Branding
- Campaign
- Motion Graphics
- Photography & Video
- Strategy
Industries —
- Government & Community
Hireup had built trust in disability support. Expanding into in-home aged care meant facing new questions:
- How do we make families say, “This is the care I trust”?
- How do we clearly separate disability from aged care?
- And how do we stand out in a crowded market built on look-alike promises?
A discovery deep dive showed that Hireup risked getting lost in the noise —
The sector was cluttered, messaging was confused, and trust was fragile. Families were sceptical of “gig” models, and regulatory change meant reassurance had to be built into the brand itself.
“Hireup’s story and model set them apart in a market of similar claims. Our goal was to make that difference clear – and for audiences to feel it.”
Elle —
Creative Strategist
Bringing together our strategy, brand and production teams —
We started by distilling Hireup’s difference:
- Trust, already earned through a proven support model.
- Experience, lived and real, grounded in the founders’ story.
- Safeguards, built in, with an employed workforce at the centre.
From there, we created a purposeful sub-brand –built to stand apart while staying true to Hireup’s DNA. A new logo, illustration style, and messaging framework, all anchored by a tagline that captured it in full: “A Higher Standard of Aged Care, at Home.”
“The concept empowers elderly individuals to receive care on their own terms. By utilising photography over video, the content still has movement and energy while being platform agnostic.”
Caitlin —
Creative Producer
Continuity, comfort, and trust captured through moments that matter —
To bring it to life, we developed a video-first campaign showing real connection in familiar settings. Everyday moments that reveal what good care looks and feels like, at home.
Bringing the sub-brand to life through a video-first approach —
We kept the focus on storytelling, not slogans. Built around dynamic duos and everyday rituals – tending the garden, conversations in the kitchen, meals cooked, cups of tea brewed, morning check-ins – capturing care without it feeling staged.
The result: story arcs that showed care as continuity, empathy, and trust in action.