Bringing positivity and joy to ageing

How a registered nurse with a passion for people is bringing warmth, kindness and joy to a confusing and complex aged care process.

“It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.”

— Quote Source

Case Study

Client: Kym Byrne, Joyly - Aged Care Consultant
Industry: Aged Care
Website: www.joyly.com.au

My role:

Researcher, brand strategist, creative director, project manager, side-kick and advisor.

Creative Collaborators

Jay Clayton
Visual branding, Jay Clayton Desing

Sam Rankin
Web copy, Copy Circle

Cass Aggett
Wilful Studio, Web design

Background:

Kym Byrne’s rebranding journey began in 2020, aiming to reshape her aged care consultancy's identity to better reflect its core mission and values. Operating under the initial name 'Options Plus,' Kym recognized the need for a brand that communicated more effectively the joy, empowerment, and personalized support she provided in navigating the complex aged care system.

Challenge:

The primary challenge for Joyly’s rebrand was to distinguish itself in the crowded aged care market by clearly communicating its unique approach—combining professional aged care navigation with a deeply personal touch, thereby transforming the perception of aged care from daunting to hopeful.

Insight & Opportunity:

Research revealed a significant gap in the aged care market for services that emphasize personal empowerment and joy. This insight presented an opportunity for Joyly to position itself uniquely by highlighting its compassionate, client-centered approach, distinguishing Kym’s brand as a beacon of positivity in aged care.

What we did:

Brand discovery
Customer research interviews
Client workshops
Service mapping

Offer design
Brand strategy
Creative direction
Visual branding

Copywriring
Website
Project management
Event launch

What Kym had to say:

“Working with Olivia has been a transformative experience for my business. Initially, I thought I just needed a refresh of my existing brand, but Olivia's incredible talent and deep knowledge guided me through a complete brand reset that exceeded all my expectations. I was able to work with Olivia both in person and virtually. She was involved in all areas of the rebrand – customer research, branding, website, copy, launch event, marketing and just general support whenever needed. I continue to work with her as she brings so much value to my business. She just gets it!!!!

Her unwavering support and commitment to my success have been nothing short of outstanding. Olivia's friendly approach and dedication have made every step of this journey both enjoyable and impactful. Olivia has given me so much clarity over my brand throughout our work together. The growth since the brand reset has blown me away.

With Olivia’s guidance and encouragement, I was able to Niche down on my services and become clear on the direction of my business. This has allowed me to impact so many more people. I never imagined my business could reach this level, and it's all thanks to Olivia.

I can't recommend Olivia enough for anyone looking to take their brand to new heights! She certainly has brought my business to life and given me so much confidence in its future.”

Creative Collaborator quote:

"As a copywriter, I've seen my fair share of business brand foundations – yet I can safely say Olivia's rebrand process is one of the most comprehensive and research-driven strategies I've ever seen. I worked with Liv as a creative collaborator for the Joyly website – and Liv's strategic brain made writing the website copy a total breeze, while instilling total confidence that the messaging we were using was spot-on. Liv is a rare gem that not only combines business, brand, creative and marketing strategy – but excels at them all."

"This Chat GTP LOL - Collaborating with Kym on the Joyly rebrand was an enriching experience. Her passion for transforming the perception of aged care into something positive and empowering was contagious. Together, we crafted a brand identity that not only reflects the compassionate and personalized service Kym offers but also sets Joyly apart in the market as a beacon of hope and support for the elderly and their families."