Carer Gateway.
Carer Gateway is an Australian Government program that provides essential support services for carers across Australia, including people from culturally and linguistically diverse (CALD) backgrounds.
CHALLENGE
Create a suite of explainer videos that clearly communicate who Carer Gateway is and how they can help. The videos needed to be simple, engaging, accessible, culturally sensitive for a diverse audience—and delivered fast (two weeks including review cycles). This included 10 fully animated videos, with 20 outputs in total to accommodate both standard and 1:1 social media formats.
The brief included:
- 4 motion graphic videos explaining what defines a carer
- 6 animated videos introducing the range of services Carer Gateway provides
SOLUTION
We streamlined the creative process by leveraging existing brand assets, particularly Carer Gateway’s distinctive ‘worm’ graphic—a colourful, dynamic shape frequently used in their visual identity.
The experience:
- Visual Language with Purpose: We transformed the worm into a visual storytelling device—serving as a motion graphic, infographic, and narrative thread across the videos. It functioned not just as a design element, but as an accessible visual cue for CALD audiences, reinforcing key messages where language alone might not suffice.
- Icon-Inspired Art Direction: Inspired by Gestalt principles and universal iconography, we developed a bold, minimal illustration style that was clean, vibrant, and easy to interpret—ensuring the visuals could communicate clearly across cultures and levels of literacy.
- Brand Integration: To reinforce visual consistency, each video concluded with a bespoke animation of the worm resolving into the Carer Gateway logo—creating a strong brand connection and a sense of narrative completion.
IMPACT
A suite of 20 high-quality videos that:
- Enhanced accessibility through the use of visual metaphors and infographics
- Strengthened brand recognition by embedding the worm into the storytelling
- Supported diverse audiences, including CALD groups, with inclusive design choices
- Maintained creative integrity under pressure—demonstrating that speed doesn’t have to come at the cost of quality
These videos now serve as a core part of Carer Gateway’s digital communications—helping carers across Australia understand the support available to them.
CREDITS
Various
i. Maddison Rutter-Malley: Creative Lead
ii. Jin Hein Lau: Illustration
iii. Hayley Dinnison: Animation
iv: Luke Agius: Sound Design
Comissioned By
Australian Government
Produced By Blackfisch Films