Care UK is a specialist in social care and healthcare. Today they run over 100 residential care homes and 18 specialist mental health facilities. They also treat over one million NHS patients every year.
In response to the fast changing market and rapid growth, driven by acquisition and investment in new care facilities, Care UK needed to consolidate its brand presence and raise its profile.
Industry’s audit of the marketplace revealed that most competitors looked indistinguishable, all using the same suit of stock imagery and clichéd language – perpetuating stereotypes of old age. The opportunity was for Care UK to be different: to present a more personal and modern approach to care.
The new brand platform for Care UK uses warm, bright colours and a palette of icons each featuring a heart shape, which echoes the main logo. Compassion is communicated through photography that captures the personality of the carers and a new tone of voice that is more personal and less institutional.
In parallel with the rebranding exercise, Industry worked with Care UK to develop a new website that met the information needs of these different audiences. The new website architecture now allows different audiences to quickly tab to the relevant section of the site where they can find the appropriate information. A user-friendly search facility also allows audiences to quickly find out about facilities in their locality.
The newly designed website brings to life the new brand through not just the look and feel but also a greatly enhanced user experience.
As Care UK grows its footprint across the country, Industry is advising Care UK on the integration of newly acquired health services with the Care UK brand and the management of the brand across the estate – from the design of its website to service user welcome packs.