After nearly a year in the making, aged care provider The Whiddon Group, which has been caring for older Australians since 1947, has rebranded to Whiddon.

With 20 locations across New South Wales and Southern Queensland and currently caring for more than 2,300 people the rebrand comes as Whiddon looks to champion an inspiring view of aged care reflecting the innovative work in the industry today, including its own wellbeing and creative ageing programs.

Amiria MacKinnon, General Manager of Marketing and Communications at Whiddon said that on celebrating its 70-year anniversary last year the company made the decision to review their identity and develop a brand look-and-feel that reflected Whiddon’s warm, positive relationship-based care approach while still honouring their founders.

The website has been updated to make it easier for visitors to learn about Whidden’s services and programs and the move to a more vibrant colour palette and fun graphics displays the organisations’ positive philosophy around ageing.

Within the wellbeing and creative ageing space, Whiddon has introduced programs such as HenPower to Australia, Dancewise in partnership with the Dance Health Alliance and created programs such as Growing Together, Creature Comforts and Vintage Bites, a social food program.

 “There are many misconceptions about aged care and ageing which we are consistently challenging through best-practice approaches and trials, including our MyLife model of care, our Best Week program and generally changing perceptions of what ageing and aged care really look like. We aim to really understand each person through building deep relationships with them, their family and their community”  said Ms MacKinnon.

The new brand rollout will continue throughout 2019, appearing across all Whiddon’s homes, services and channels.