A unique approach to a unique challenge
The coming together of two well known specialist care home providers is the ideal opportunity to develop a brand identity that better conveys the essence of Tracscare and Brookdale.
A re-brand if properly leveraged, provides the opportunity to re-engage with staff, clients, partners etc, by reinforcing the values and shared empathy, as well as attracting the attention of potential prospects.
Creating a difference by listening and showing empathy
In today’s saturated landscape everyone has a brand, but it’s not always clear what that brand stands for. Our brand team immersed themselves to define the brand’s essence, its reason for existing and convey this, with supporting information, using a voice that clearly reflects the brand’s characteristics to appeal to its audience.
But that’s just part of the story. We have to start to unravel the existing story to reveal a new one. This came about with a series of nationwide workshops with key investors. We found a unique opportunity to involve the clients of the two service units and they creatively helped us define what the brand should stand for.
Workshops that are fun and meaningful
A stakeholder workshop is one way to engage stakeholders – those who are affected by, have a direct interest in, or are somehow involved with the problem identified during the situation analysis, and gatekeepers – those who control access to people or resources needed.
Why Conduct a Stakeholder Workshop?
Engaging and receiving input from stakeholders and gatekeepers is critical to the success of the program. Conducting a stakeholder workshop helps the program team understand the context for the program and receive support from key players.
Amazing things happen if you allow creativity to flow
Through a carefully selected and managed set of tools we undertook a unique and creative journey with the end users that wanted to take part. Some of which had learning difficulties, anxieties and autism so we had to adapt to some challenging situations to gain the insight we needed to shape how they felt.
Turning thoughts into logos
Taking all of our workshop data and findings we moved onto defining a brand that told the unique story about how the clients of the individual care homes felt about their feelings and emotions of what their logo should reflect. It was up to us to bring together the words and pictures they told us to use in a meaningful way.
From simple shapes become meaningful marks
Stars and other symbols became very easily identified by the end users and we agreed to enhance and build on this symbol to create a unique mark. Made up of sound waves recorded and plotted into software that created a digital translation of the end users saying the new name of the business.
