Transcending category cliches and the unrealistic ways in which ageing and the aged are portrayed, Southern Plus recognises the positives of the ‘third age’, highlighting the opportunity to do more with your life during a time of new found freedom. Southern Plus presents a life full of vigour, confidence and positivity combined with warmth, wisdom and experience. The brand focuses on service features and benefits, and highlights the positive little extras from a firstperson perspective. At its heart, the brand is user-centric by design; it’s intentionally clean in layout. Scale and legibility of the warm typography is designed to assist a vision impaired audience digest meaningful and important information in a positive and clear manner. Colour plays the vital role of embodying positivity and helping to avoid the category cliches whilst also falling within vision impairment guidelines. Completed at FutureBrand Australia.