IRT unveils refreshed brand for a new era of ageing well

For more than 55 years, IRT has supported older Australians and their families through some of life’s most important moments – moments of transition, uncertainty, care and new beginnings.

Since IRT began in 1969, much has changed. Its communities have grown, its services have expanded across states and territories, and expectations of older Australians and their families have shifted too.

Today, the community-owned organisation has launched a refreshed brand that better reflects who IRT is today, its evolution, and the future it’s building across its retirement living, residential ages care and home care services.

IRT CEO Ross Gallagher said the refreshed brand marks the start of a new era for the organisation.

“This is a proud moment for us,” Mr Gallagher said.

“It signals the next chapter for an organisation with deep community roots, strong momentum, and a clear role to play in the future of ageing in our country.

“Older Australians today are living longer, leading more active lives and expecting greater choice in how and where they live, age and receive support.

“Our refreshed brand reflects that evolution. It connects the strength of our history with the ambition of our future, while staying true to our purpose: to improve the lives of older Australians.”

Mr Gallagher said the refresh was not about changing who IRT is, but presenting the organisation more clearly, confidently and consistently.

“This is not a reinvention of IRT – it’s an intentional step forward,” he said.

“It better reflects who we are today, what we stand for, and the full breadth of care, services and support we provide.“As a trusted, community-owned organisation, we have decades of experience, deep local connections, and a responsibility to keep evolving alongside the people and communities we serve.”

At the heart of the refreshed brand is IRT’s new tagline: ‘Empowering Lives, Celebrating Journeys.’

It reflects IRT’s commitment to helping older Australians live well at every stage of later life – with choice, connection, care and support that recognises every person’s unique journey.

The refresh also celebrates the people who bring IRT to life every day.

“A brand is only as strong as the experience people have with it,” Mr Gallagher said.

“For IRT, that experience is created by our people – through the trust they build, the care they provide, and the way they make residents, customers and families feel safe, supported and genuinely understood.

“They carry forward the legacy of every person who has helped shape IRT over more than 55 years. Our people, past and present, are what make IRT special.”

IRT’s evolution is also visible in the new homes and experiences it’s building for the future.

“As expectations of ageing continue to change, we’re investing in communities that give older Australians more choice, connection and support as their needs evolve,” Mr Gallagher said.“That vision is already taking shape through our current and planned developments across NSW, including in Woonona, Unanderra, Wollongong, Milton and Moruya.

“These projects are reimagining what later life can look like – with contemporary designs, welcoming spaces, and care and support that can evolve with people over time. Our refresh brings that future into sharper focus.”

The changes will be introduced progressively across IRT’s locations and services, including new employee uniforms, updated signage and a new advertising campaign across TV, billboards and other community touchpoints.

Mr Gallagher said the rollout will support a more consistent and recognisable IRT experience across the organisation and broader community.

“While our look is changing, what matters most is how we continue to show up,” he said.

“Our brand is the experience people have with us – in every conversation, every visit and every moment of care.

“As our refreshed brand becomes more visible in our communities, we want people to see an organisation that is proud of its history, confident in its future, and deeply committed to supporting older Australians to live well at every stage of later life.

“Because life doesn’t stand still. It evolves. And so do we.”