Care Squared Connect (C2C) didn’t differentiate itself from its parent brand, Care Squared, using the same colours and fonts. The brand needed to be able to engage with NDIS Participants under 30, to get them excited about the many programs C2C run that they could be a part of.

I wanted to create a design system that allowed flexibility and growth for the future. I started with the heart icon that was already being used for one of the C2C Programs and I focussed on creating three more icons that would represent our tagline – “fun, social, active, creative”. I added the yellow as a secondary colour to distinguish C2C from the other Care Squared brands, as the others had different colour palettes but C2C did not. The yellow is bold and it pops, contrasting nicely with the teal. A secondary font was also added for our brand collateral to give a more casual and less corporate feel.

The C2C Programs also needed to be branded. I made sure all the colours worked together and created icons that all worked similarly. Each icon is made up of two shapes that overlap and one of the shapes is large enough for an image.