Re-branding a home care provider

Castle Home Care has undergone a major re-branding guided by Abrahams Creative.

The company is a specialist provider of quality home care services based in Bedford and covering the surrounding counties. Their ethos is to enable people to live independently within their own home. As the demand for private care has increased, the company recognised that their corporate identity and marketing material was not fit for purpose. As a result, they were keen to update their approach to remain competitive in a fast changing marketplace.

Early in the rebranding discussions, it was decided to change the trading name to Castlecare. The new corporate identity now accurately reflects the company visions and values encompassing a more modern, softer and caring feel.

The key message driving the design concepts was 'freedom and independence'. A butterfly has been used in the logo and also appears throughout the literature as a strong visual metaphor. We always research the logos and branding of a clients' key competitors as part of the design process. We are therefore confident that Castlecare's new, fresh branding makes them stand out in a crowd.

Redesigning the marketing material
A simple, high quality, 4 page brochure with matt laminate cover uses images of happy people to convey the Castlecare story. This brochure is sent out in a pack to new customers or potential carers who request information about the company.

For flexibility, 210 square, single and double-sided inserts (not shown) have also been created. These cover topics such as fees or recruitment and can be added to the pack if relevant. They are a cost-effective way to amend existing information at a later date without having to re-print the brochure.

An A5 leaflet and a range of newspaper adverts complement the corporate brochure. All the material follow the clean, simple style and together create a strong, easily recognisable Castlecare brand.

CLIENT: Castlecare Limited