Changing the face of ageing

Good Flock is working to shift the culture of ageing in Australia, not just for older people, but for all of us. Their work brings together research, lived experience and new ideas about how we can age well together.

As the movement grew, Good Flock needed its digital foundations to grow with it. Its existing website and communications tools had been developed at an earlier stage, with content and audience engagement now spread across several platforms. The opportunity was to bring these parts together, creating a clearer, more sustainable system that a small team could confidently manage.

Good Flock needed more than a new website. It needed a platform for publishing, learning and building a movement.

We worked closely with the Good Flock team to design a new website around how they actually publish, communicate and grow their community. The site brought their new brand, created by TCYK, to life while giving a small team a simpler, more connected system behind it.

• Co-designed and built a purpose-built website that rolls out the new brand across Good Flock's content, stories, initiatives and events.
• Created a flexible CMS and publishing workflow the team can confidently manage without relying on a developer.
• Centralised community engagement in HubSpot, bringing newsletters, events, forms, surveys and audience data into one place.
• Connected the website and HubSpot so new interactions contribute to a clearer, shared view of Good Flock's audience.
• Consolidated the existing toolset, replacing Elementor and Mailchimp to reduce duplication, streamline day-to-day work and remove unnecessary ongoing costs.

The result is not just a new website, but a digital system designed around the way Good Flock's small team works.

• The team can publish and manage content independently through a CMS they own
• Newsletters, events, forms and surveys now run through one connected platform
• Website and email engagement come together in a single view of the audience
• Retiring Elementor and Mailchimp created a leaner, more cost-effective stack
• The brand and platform are ready to grow with the movement

Our work with Good Flock continues. We're helping the team put its impact framework into practice, strengthen measurement, activate events and create new ways for people to engage with the movement.

The foundations are in place. Now it's exciting to see Good Flock taking flight.

If you're interested in seeing how this progresses, join the Flock!