Hc-One & Wellbeing Club
Becoming the brand leaders in care
- Brand Strategy
- Brand Identity
- Tone of Voice
We made it clear that the UK’s biggest care home company cared. By transforming HC-One into The Kind Care Company we created a sector-leading brand driving YoY growth of 17%.
Far more than a simple rebrand, The Kind Care Company is an entirely new philosophy, informing how the company behaves, nurturing staff and residents, and setting a high bar for the industry as a whole.
We defined a simple ethos about care, rejecting the standard jargon and introducing language that humanised the whole experience. This ethos changed everything. It even led to new job roles being created. The sensory brand world and storytelling approach was a first for the category. A new set of behaviours united staff and gave them pride. Then, working with leading experts we developed a proprietary wellbeing club and tools that reimagined the meaning of life in care.
ODA’s work has had a profound effect on the business and transformed HC-One into an outstanding sector-leading brand.
Emma Charlton, Marketing Director, HC-One
KINDNESS IS EVERYTHING
We worked closely with HC-One to embed this new philosophy and set of behaviours into the culture.
Care that people feel begins with a sensorial brand world. The ownable hand drawn font and simple ink illustrations connect people to genuine feelings of warmth and humanity.
SHOW DON’T TELL
We championed the use of familiar language that people would understand but also feel. In a sector first, we introduced authentic stories that, like our identity, demonstrated the care ethos in an authentic way without the need for lots of facts.
SPARKING MEANINGFUL CONVERSATION
Attraction and retention of staff in care is the hardest part to get right. When you do it’s life-changing for both staff and residents. We provided carers with name badges that included unexpected facts about them to encourage more meaningful interactions with residents.
All I can say is thank you! It’s changed my way of thinking and reignited the feelings that prompted me to get into care to begin with.
Bringing the sunshine to everyday
We went further, turning ‘Activities Co-ordinators’ into Wellbeing Club Leaders, creating a one-of-a-kind wellbeing club.
Brand growth 17% since launch valued at £340m pounds
Sector-leading brand and wellbeing program