Embrace
case study
The challenge: one of the leading care providers in the country was going through a period of internal change. How did we help them promote a service that people can trust in an emotive marketplace?
What’s in a name?
To tell the brand story, we conducted in-depth research with staff, service users, their families and partner organisations. This saw us travelling the length and breadth of the country to run brand workshops, designing and collating online surveys and handling telephone interviews.
We distilled the results into the company’s core values and proposition, and then began work on a name and identity that would convey all that the company stood for and meant to those who interacted with the business on a day-to-day basis.
Living the brand
Working with the senior management team we finalised the name Embrace, along with the associated domains, branding concepts and visual identity. We then developed flexible colour palettes and bespoke illustrations, commissioned photography, designed typefaces and developed a tone of voice that encompassed the brand.
A brand book was produced to help staff communicate the company values and explain how they translated into day-to-day standards and behaviours.
Finally, detailed brand guidelines demonstrated how the brand could be applied consistently to all collateral, online and offline.
Using real stories, directional brand guidelines and an easy, fireside tone, we built a brand based on the company’s happy, supportive ethos of enablement, empowerment and enjoyment.
Real stories
Working with the senior management team we finalised the name, associated domains, branding concepts and visual identity. We then developed flexible colour palettes, bespoke illustrations, commissioned photography, designed typefaces and delivered a tone of voice that encompassed the brand. A brand book for staff was designed to communicate the values and how this translated into day-to-day standards and behaviours. Finally, detailed brand guidelines demonstrated how the brand could be applied consistently to all collateral – online and offline.
Using real stories, directional brand guidelines and an easy, fireside tone, we have built a brand based on the company’s happy, supportive ethos of enablement, empowerment and enjoyment.
The result
A brand promise, delivered. We created a warm, memorable image for a service that people were willing to entrust with the care of their loved ones.