Brand Identity
Discovery
Striive Care recognised the need to work with a reputable brand designer, such as Percept, to achieve a brand identity that truly represented its forward-thinking and compassionate approach. With a focus on children and young people, this brand identity brief required an edgy appeal, yet credible connection to actually resonate with the audience.
Unlike traditional care providers, Striive wanted to create a more engaging, personable, and accessible brand identity to achieve cut-through with young Australians, their families, and support networks. The challenge for brand designer, Percept, was to create an authentic brand identity that balanced professionalism with warmth, trust, and relatability, all while tapping into a look and feel that young people can identify with.
Brand Strategy
As the chosen brand designer, Percept worked closely with Striive Care to define a brand strategy that encapsulated the organisation’s mission and values. This formed the core truths that the brand identity would be built around.
Through in-depth market research and brand assessment workshops, Percept identified key differentiators that were unique to the organisation. These points set their services apart and helped develop the strategic foundations that ensured the brand identity would be positioned as an innovative and impactful leader in young and adolescent services.
The approach centred around inclusivity, transparency, and empowerment, so that Striive’s messaging and brand identity reflected its authentic and caring nature.
Brand Positioning
To establish a clear and compelling brand positioning within their market, the strategic framework was developed:
Brand Essence: Empowering Young, Inspiring Futures.
Brand Vision: A future where every young Australian can truly live a life of value.
Brand Mission: To champion and uplift the young of Australia.
Brand Promise: Dedicated to providing innovative services and solutions that foster a sense of belonging, safety, and pave the way for a future of independence for the youth of our generation.
Brand Values:
Innovation – We explore new ways to make a real impact.
Motivation – We go above and beyond in supporting youth.
Purpose – We empower every young person to thrive.
Authenticity – We value genuine connections in all interactions.
Compassion – We approach every interaction with empathy.
Transparency – We are direct and operate openly and honestly.
Brand Tagline: Fostering Futures.
Brand identity specialist, Percept, crafted the design to reflect Striive Care’s core values and positioning. The visual and verbal brand identity strikes a balance between professionalism and a personable, youthful energy. The bear character was selected as the brand guardian to symbolise care, strength and a protective nature. Focussing on a contemporary and accessible aesthetic, the design system for the brand identity makes for a welcoming and trustworthy brand presence across all touch-points.
The refined strategic positioning and brand identity has helped Striive differentiate itself within the care sector, strengthening its ability to connect with young Australians and their support networks. Ultimately the brand expression has been executed across a wide variety of marketing communications, having been rolled out to assets such as their website, socials, advertising and promotional materials.
The end result is a unique brand identity that stands as a beacon of progressive, compassionate, and impactful youth services, ensuring every young person has the opportunity to not only thrive, but to Striive.
