In an emotive market, how do you promote a service that people can believe in?
In depth research
We were called in to work with one of the leading independent care providers in the country. This was as much a repositioning exercise as a rebrand to reflect the internal changes taking place within the organisation.
Developing a name
To tell the brand story, we undertook in depth research with staff, people the company supports, 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 as well as conducting telephone interviews.
Armed with the results, we distilled this down into the company’s core values and proposition. We probed and pondered to develop a name and identity that would convey all that the company stood for and meant to those that it interacted with in its day-to-day work.
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.
A brand promise, delivered. We have created a warm, memorable image for a care service that people are willing to entrust with the care of their loved ones.