Despite being Australia’s oldest mental health provider, Aftercare felt invisible in the sector. Even at industry conferences, people were puzzled by the name. Funeral service? Childcare? Post-hospital suicide prevention?
While Aftercare began as a way to help people leaving hospital find a place to live and work, these days it supports people from the start of their mental health journey. While not a bad name in itself, the word ‘Aftercare’ had become misleading.
A rebrand was in order – but there were a few caveats. Our brief was to create something short and punchy that felt positive, but not too cheerful. Here we agreed to avoid options that oversimplified or trivialised the serious nature of what Aftercare do.
Now known as Stride, the organisation has a name that’s not only fresh and distinctive – but more fitting of an organisation that’s shifted its strategy to prevention.
‘Stride’ is to move forward with purpose. It’s a word that carries a sense of confidence, hope and even adventure. And it recognises that mental wellbeing is not a destination you reach – it’s a promise to keep going. Even if that’s just one step at a time.