The organisation had grown significantly with operations in several countries and ambition to be global. The ACC TV brand name, proposition and identity was a barrier for the organisation to realise their ambition. A new brand was required that would align to the new business strategy, inspire their employees, clients and partners and help drive their business growth.
Truly Deeply engaged the leaders in Altura across several countries to create a new strategic direction for the organisation.
The new brand proposition and messaging builds on their compelling truth to focus on inspiring learning that improves quality of life. Importantly, the new proposition builds on what the organisation’s strong reputation and capability in the aged care sector in Australia, UK, Ireland and New Zealand to create a compelling offer for the broader social care industries globally. It also provides flexibility for the brand to talk to both care providers as well as directly to learners.
After an extensive creative and strategy naming process, Altura Learning was chosen as the new brand name. Inspired from altruism and altitude, ‘Altura’ is a created word that’s unique, yet instantly feels familiar. It aligns beautifully to the new brand story and was tested across multiple languages and markets to ensure it would enable Altura to realise their vision of being a global brand.
The Altura brand identity celebrates growth and change through a modern and vibrant visual language. The brandmark is inspired by the unfolding of a new leaf, designed to illustrate how a person’s learning journey can change and develop over time, revealing exciting opportunities. The angled nature of these folds combined with a bright colour scheme exudes positivity and playfulness.
The path illustrations that are derived from the brandmark capture the essence of Altura as a brand that is flexible, dynamic, and progressive. They also allow us to convey strategic messages in a visually engaging way.
The brandmark and illustrations accompanied by a strong friendly sans-serif font and a vibrant colour palette, creates a unique, engaging visual identity that celebrates personal growth and achievement.