Castle Home Care underwent a major re-branding guided by Abrahams Creative.

The company is a specialist provider of quality home care services based in Bedford and covering the surrounding counties. Their ethos is to enable people to live independently within their own home. As the demand for private care has increased, the company recognised that their corporate identity and marketing material was not fit for purpose. As a result, they were keen to update their approach to remain competitive in a fast changing marketplace.

It was decided to change the trading name to Castlecare early in the rebranding discussions. The new corporate identity accurately reflects the company visions and values encompassing a more modern, softer and caring feel.

The key message behind the design concept is 'freedom and independence'. A butterfly is used in the logo and also appears throughout the literature as a strong visual metaphor. As part of the design process we always research the logos and branding of a clients' key competitors. We are therefore confident that Castlecare's new, fresh branding makes them stand out in a crowd.

Redesigning the marketing material
A simple, high quality, 4 page brochure with matt laminate cover uses images of happy people to convey the Castlecare story. This brochure is sent out in a pack to new customers or potential carers who request information about the company.

For flexibility, 210 square, single and double-sided inserts (not shown) have also been created. These cover topics such as fees or recruitment and can be added to the pack where relevant. They are a cost-effective way to amend existing information at a later date without having to re-print the brochure.

An A5 leaflet and a range of newspaper adverts complement the corporate brochure. All the material follow the clean, simple style and together create a strong, easily recognisable Castlecare brand.

CLIENT: Castlecare Limited