Leading with purpose

Brand identity
Disability and aged care services


The introduction of the NDIS (National Disability Insurance Scheme) has changed the landscape for disability and aged care services providers in Australia, where organisations must now compete for every individual client’s custom rather than for service tenders. The newly merged Karingal St. Laurence sought a brand strategy and identity to help them achieve their vision of building inclusive communities as a world-class organisation.



The social landscape surrounding disability and ageing is undergoing dramatic change across the world, as is the paradigm surrounding human services – moving from a promise of ‘care' to ‘empowerment'. Millennial parents and Baby Boomers have very different approaches to disability and ageing, which challenges the role of support organisations. 

A bold ambition was established by the new organisation, to stand for those who want to take life on and live every day to its fullest potential. To empower, coach and advocate for those who want to say ‘carpe diem’ and really mean it. In line with such an ambition, Fluid guided the development of a new name, GenU, and an equally bold brand identity that is all about… you!


The new board and combined membership were energised by the direction and the launch of the new identity took to the regional market with a bang.