Freedom Aged Care is now one of Australia’s leading aged care providers. Residents live their lives to the fullest, whilst being cared for every step of the way. The recent acquisition of the company by the Aveo group, has the potential to further embed the Freedom brand as being the preferred choice of living for all ageing Australians. The vision and creative direction of the Freedom brand allows it to be playful and turn around the stigma associated with the ageing journey. Creative campaigns encompass all media, including outdoor, letterbox and digital platforms. The Freedom marketing team deserves applause for allowing design to be its driving force. It stays on point with key messaging, but also allows the brand to consistently express itself.