Hc-One & Well­be­ing Club

Becom­ing the brand lead­ers in care

  • Brand Strategy
  • Brand Identity
  • Naming
  • Messaging
  • Tone of Voice
  • Design

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.

Jump straight to the Impact

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


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.


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.


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.

Carer, HC-One

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