IRT rebrands

Senior’s lifestyle and care provider, IRT, launched its new brand yesterday.

It incorporates a new visual identity for the organisation, with a contemporary look and feel, and more customer-focused language said IRT chief executive, Nieves Murray.

“IRT has come a long way in the past 40 years – our industry is changing and so are our customers’ expectations and aspirations,” Ms Murray said.

“Our new branding will allow us to stand out in an increasingly competitive environment and provide a platform for future growth.”

IRT’s new tagline, ‘leading the seniors revolution’, is to reflect the organisation’s leadership role in promoting seniors as dynamic, influential and valuable members of society.

A number of sub-brands were also launched for IRT’s operating businesses:

• IRT Lifestyle & Care – IRT’s core business, incorporating IRT’s lifestyle communities, care centres, in-home care and wellness programs.
• IRT Research Foundation – supporting research into the issues of an ageing population.
• IRT College – a centre of excellence for life-long learning.
• IRT Catering – producing over 2 million meals each year.

“Research has told us that the language we use is often hard for our customers to understand. As part of our new brand, we will be using simpler, easier to understand language and terminology that better reflects our beliefs about seniors,” said Ms Murray while also stressing that although IRT’s brand has changed, the company itself has not changed.

“We have the same name, the same mission and values and our customers will continue to receive the same excellent service,” she said.

Changes to IRT’s website, uniforms, stationery, vehicles and community signage will be made over the coming months.

“We are very excited about the launch of our new brand and about the future of IRT,” Ms Murray said.