Symbol

Symbol is a new Western Australian aged care provider created with a different vision for what care at home could feel like. Lateral was brought into the journey from the very beginning, helping shape the business from its foundations — from naming, positioning and brand strategy through to visual identity, website, collateral and advertising.
Together, we created Symbol: Positive Aged Care — a brand built around a more considered, personal and hospitality-led approach to aged care.

What we did

  • Branding
  • Campaigns
  • Merchandise & Apparel
  • Photography & Videography
  • Television & BVOD
  • Website

Building the brand from the beginning

With a new business came the opportunity to create every part of the brand with purpose. We worked closely with the Symbol team to define its place in the market, develop the name and positioning, and establish a brand strategy that could guide how the business looks, speaks and behaves.
The idea of Positive Aged Care became central to this positioning, shifting the conversation beyond simply providing care to creating a richer experience around it — one shaped by genuine connection, thoughtful service and the finer details that make each day more enjoyable.

A new symbol for aged care

The visual identity was designed to reflect this more optimistic and considered approach. At its centre is a distinctive symbol inspired by growth, connection and the individual, paired with elegant typography, a rich natural palette and a restrained graphic system.
Warm and refined rather than clinical or institutional, the identity gives a new business the confidence and presence of an established provider while remaining approachable and human.

More than a visual identity

From the outset, Symbol was designed as a complete brand experience. Lateral carried the strategy and identity across the website, stationery, uniforms, signage, service collateral and advertising, ensuring the same idea came through at every interaction.
Photography, messaging and campaign creative further establish Symbol as an aged care provider that behaves more like hospitality — professional and polished, but centred on people, experiences and enjoying life on your own terms.