The Brief

The objective was to develop a brand that clearly defined and embodied the company’s purpose and values. The brand needed to effectively communicate the services, benefits, and unique differentiators of the organisation. Additionally, it required a recognisable identity to resonate with key audiences and provide clear insights into the business’s offerings.

Research and Insights

Through discovery sessions and a comprehensive research process, two key differentiators were identified:

• Innovative Use of Technology: Enhancing the quality of care and promoting greater independence for service users.

• Highly Qualified, Salaried Staff: Both caregivers and the head office team offered a level of professionalism and stability uncommon in the sector.

Further research highlighted that personalisation, safety, and whole-person care are universally prioritised when choosing home care services.

Learnings

• The new brand needed to emphasise personalised care, approachability, and trust to align with client expectations.

• Showcasing the company’s unique strengths, its technology-driven approach and highly skilled team to engage both internal and external stakeholders.

• Authentic storytelling and visual consistency were identified as essential tools to drive engagement and support the company’s growth strategy.

• The way people engage with the care system is evolving, as more individuals and families seek to navigate it independently.   

The Solution

A cohesive brand strategy, including purpose, value proposition, positioning and values alongside employer branding to ensure the best talent is attracted and retained. A refreshed visual identity, language, website design, digital and print assets to support the brand and resonate with the target audiences. The strategy incorporated scalable solutions, including adaptable logos and multilingual content, to resonate worldwide.

The Results

The rebrand successfully positioned the company as a trusted, forward-thinking provider in the home care sector. It reinforced their reputation for delivering quality and personalised care while equipping the business with the tools needed to achieve their ambitious growth goals.