Aftercare began life in 1907 as a pioneer in mental health, filling the gap to care for people after they left hospital. Fast forward to today and there’s a baffling array of service providers. People now have more control over the care they choose, thanks to the NDIS (National Disability Insurance Scheme). But with all the clutter, it can be a stressful decision for clients and carers.To compete effectively in a growing market, Aftercare required a renewed focus on the brand – and so Stride was born.
The brief was to develop a brand strategy, name, brand voice and identity that reflected Aftercare’s future direction with the grounding for a strong, credible market presence. The new brand needed to reflect their strong mission and values. It was important to take Aftercare staff on a journey of change and acceptance, buying into the new brand. We were also engaged for website design and development, as well as identity implementation and roll out.
Working alongside staff and clients, we helped provide clarity of purpose and messaging, positioning Stride as a brand that guides people towards a positive future of their making. We identified that Aftercare staff had a knack of developing creative and tailored programs to help clients improve their lives and outlook. We developed a Brand Idea: “Re-write your future” reflecting the ability to define your future.
Aftercare was a name that felt outdated and had become misleading, so we developed a new name, Stride, reflecting the organization’s transformation. The name also speaks to the fact that wherever clients are on their recovery journey, Stride will be by their side.
The brand is a beacon to new clients and staff express it with pride. The work has served to reimagine the organization for the future, making it more visible and accessible to clients and setting Stride apart from other providers in the space. Stride was used as a prominent backdrop by politicians Bridget Archer and Scott Morrison when addressing mental health issues during the pandemic. It also signaled ‘Safe Spaces’ in communities.