Leading with purpose

Regional leaders in providing disability and aged-care services, Karingal and St Laurence, merged to strengthen their combined offering. They came to Fluid for a brand strategy focused on delivering world-class services and building inclusive communities.

An identity with strong personality

Such a bold brand strategy and name required an equally bold and fun identity, built with distinctive assets the brand could own and protect well into its future.

New generation, new needs

Fluid leveraged insights into the needs and attitudes of Millennial parents, and Baby Boomers’ approach to ageing. Gen U is for those who want to take life on – those who want to say ‘carpe diem’ and really mean it.

A new power signal

A new name, Gen U, was developed to signal a new bold, fun-loving proposition – a service and world focused on you.