COTA SA | The Plug-in

How we delivered a brand identity that empowers older South Australians

Sector: Aged Care, Community and Not For Profit
  • Branding and Design
  • Content Creation
  • Digital and Social Media
  • Marketing Communications
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The Challenge

COTA SA is the peak body representing the rights, interests and future of SA’s over 50s. They are at the forefront with their social enterprise, The Plug-in, working with businesses, government and not-for-profit sectors to innovate to improve their products, services and policies for the growing market.

In 2017, COTA SA required a brand strategy and identity for The Plug-in. It needed to visually express older South Australians’ willingness and eagerness to be ‘plugged in’ to research and innovation about technology, services and products that support ageing well.

The brand identity and language needed to be fresh, creative, dynamic, responsive and reliable. It was also important for the audience to feel important, welcome, valued, respected, supported, connected, heard and empowered.

Our Approach

We started by conducting a brand workshop where we profiled:

  • The key stakeholders and their needs
  • The brand personality
  • The tagline and positioning

This resulted in the development of a ‘brand blueprint’, which provided clarity on the brand positioning and informed the design brief.

We felt strongly the brand identity needed to speak to its name and in researching the core elements, they needed to earn their place in the final logo mark with a story and meaning for each.

The main elements represented in the logo include:

  • A plug
  • An on button
  • People
  • Equals
  • A smiley face

The friendliness and warmth of the brand shines through with the playful incorporation of a smiley face also visible in the ‘g’ and equals symbol.

communikate et al conceptualised and managed the following project elements:

  • Photoshoot
  • Explainer animation
  • Corporate stationery
  • Merchandise
  • Collateral including postcards, brochures
  • Exhibition displays
  • Slide deck, proposal and report templates
  • Advertising and invitation templates
  • Digital content (EDM, social media)

The Outcome

The Plug-in has steadily grown since 2017, now with 26 projects completed for 19 clients including Weber, ACH Group, CSIRO and University of Adelaide.

Striking a balance between playfulness and meaning was fundamental to the success of the identity. So too was:

  • The ability to separate the plug/smiley face mark, making the brand exceptionally dynamic in its application
  • The addition of a carefully curated selection of photographs keeping the identity fresh and engaging
  • The plug being animated, bringing the dynamic brand identity to life

The punchy colour palette:

  • Speaks to innovation and idea generation
  • Creates interest
  • Grabs the viewers’ attention
  • Is fun, bright and stimulates a sense of joy

Leading on the right foot from the beginning, with a highly considered, professional and impactful brand helped COTA SA and The Plug-in to create clarity in the market quickly.

The Plug-in folder with posters and business card designed by communikate et al
The Plug-in folder laying on a table designed by communikate et al
We create positive change that will have a direct impact on older people's lives
Jane Mussared smiling
The Plug-in business cards laid out on table designed by communikate et al
The Plug-in stationary collateral designed by communikate et al
The Plug-in signage printed on a travel mug resting in the hands of a man seated on a pallet
Older man and woman walking up the stairs on their way to a meeting holding The Plug-in collateral
The Plug-in posters laid out on table designed by communikate et al

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What our clients have to say

communikate et al’s strategic thinking and appreciation of our complex political overlay as a subsidiary of the City of Adelaide has helped us establish our presence with our stakeholders and the community. They have developed media and influencer campaigns that have delivered outcomes exceeding expectations and identified potential risks and how to manage them. Their digital expertise has strengthened our social media presence and website information architecture and they are a knowledgeable source of digital best practice. The team produces quality work within tight timeframes and keep us informed of progress. It’s a really positive working relationship.

Rebecca Moyle-Croft
Marketing Manager, Adelaide Economic Development Agency

communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.

Peter Daw
Former Principal, Mercedes College

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

Could not be happier with the team at communikate et al. They understand us, and that is reflected in the brand assets they crafted for our business. The positive feedback has been overwhelming.

James Kennett
Executive Director, Kennett Builders

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley

communikate et al has been our trusted partner for strategic communications and advice over a number of years. The team is always responsive and reliable, and the quality of work is first rate.

Anita Harvey
Head of Brand & Marketing, Fullerton Health Australia

We've worked with the communikate et al team for 18 months and they've played a pivotal role launching the Mineral Swim brand. They have successfully driven our influencer programme, managed our social media programme and generated leads resulting in sales. They are dynamic and professional, and it’s been a pleasure working with them and seeing our brand flourish.

Daena Bougoure-Latchford
Water Treatment - Business Development Manager, Maytronics Australia

We turned to communikate et al to rename and rebrand our organisation following a change in ownership. Within a tight timeframe, the team got up to speed quickly and delivered on a brand strategy that set the foundation for the new identity. From an interim website, corporate signage and collateral, merchandise, uniforms, property signage and our rollingstock, communikate were strategic, creative and responsive, and became a genuine part of our team during the transition period. We’re proud of our new brand, which is bold, confident and successfully reflects who we are today and will serve us well into the future.

Natasha Jensen
Director Commercial & Communications

Following the successful development of our new website, communikate et al has maintained a proactive approach to the refinement and improvements of content and key messages in collaboration with our team. They embraced and supported us in all communication relating to the impact of COVID-19. They’re a friendly and responsive team with all requests being eagerly supported.

Chief Executive, Clayton Church Homes

communikate et al has become an important and trusted partner... They share our passion. We greatly value their flexibility, their responsiveness, their turnaround times, their honest appraisal of projects and their collegiality. Most of all we love the fact that they have supported our focus on achieving outcomes for older people.

Jane Mussared
Chief Executive, COTA SA