In 1907, as pioneers in mental health, Aftercare filled the gap to care for people after leaving hospital. Today, clients choose from a baffling array of providers. Aftercare needed greater focus to compete effectively. The brand, anchored in the past, needed to attract clients hoping for a better future. Aftercare, was renamed ‘Stride’ to better reflect its positioning. The name also speaks to the fact that wherever clients are on their recovery journey, Stride will be by their side. A contemporary identity was also created that adopts a master brand approach.