Hc-One & Wellbeing Club

Becoming the brand leaders in care

  • Brand Strategy
  • Brand Identity
  • Naming
  • Messaging

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 year-on year 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

KIND­NESS IS EVERYTHING

We worked close­ly with HC-One to embed this new phi­los­o­phy and set of behav­iours into the culture. 

DEMON­STRAT­ING CARE

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.


JOIN THE CLUB

We went further to create a one-of-a-kind wellbeing club

LIT­TLE MOMENTS OF SUNSHINE

We turned ​‘activ­i­ties co-ordi­na­tors’ into Well­be­ing Club Lead­ers and cre­at­ed a pro­pri­etary expe­ri­ence work­ing with experts in the field. The club was designed to be a bea­con of sunshine. 

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

IMPACT

  • Brand growth 17% since launch valued at 340 million pounds 

  • Sector-leading brand and wellbeing program 

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