This approach is what led to the creation of a new brand in the disability and aged care space. Genü is the melding of two legacy brands with a long history of supporting vulnerable people. New thinking, a new name, a bold new visual identity, and a new ambition to better reflect the needs of today’s clients, all built to a new distinctive brand in a rapidly changing category. At its heart was the brand purpose: to empower everyone to live a more fulfilling life no matter their disability or age.
We focus on three things: purpose, personality, and point of view. This hearts-and-minds approach helps brands stand out in a sea of competition – where voices are weakened by the promises of others.
To discover how Fluid Thinking drives distinctiveness and resulted in tangible outcomes for genü, read the case study here.