Multidisciplinary Creative Director
Role: Creative Director, Brand Designer
Each year I like to find pro bono opportunities to do work that matters to me and spreads some good in the world.
For 2025, the opportunity practically fell into my lap when my colleague at the time, Emily Hausman, approached me asking for help to bring her project Y Care of Dementia to life.
Emily founded Y Care of Dementia to support young people aged 18–35 who are caring for a loved one living with dementia. Her pull toward this cause began when her grandmother was diagnosed with dementia in 2019, and Emily found herself navigating the challenges of caregiving at a young age.
As someone who has experienced one of my own family members suffer through dementia, I was eager to help Emily with her project and help bring her creative vision for the brand to life.
Output and results:
We created this brand to appeal to a youthful audience and to break away from the clinical and sterile clichés that dominate the senior health and aged care sector. Y Care is about hope, passion and support, and this energy needed to be communicated across all aspects of the brand—tone of voice, colour, typography, form and art direction.
Since launching, Y Care has successfully recruited 50+ new members—hosting monthly support groups—and has featured in major Australian publications such as the ABC, Mamamia, and The Sydney Morning Herald. d.