Inicio Elder Care

Inicio is a New Zealand based Healthcare Charitable Trust on a mission to make elder care better, and more visible. The brand identity is deliberately bright and youthful, a stark contrast to the medicinal blue that is so common in this sector. Inicio's focus was helping elder care facilities in New Zealand cater more to the individual wants and needs of the elders, rather than forcing everyone in the facility to follow the same schedule and meal plans. To drive home this point, the advertising and website design uses custom illustrations and collages to represent each elder and their unique (and sometimes unexpected) hobbies in a light, humorous way.