Developing a fresh brand image and consistent messaging for an award-winning home care specialist.
We were commissioned by Bluebird Care, to help them develop an ownable positioning which could then be developed and brought to life with a dynamic brand campaign and rolled out nationally with consistent brand messaging, replacing the fragmented and dated marketing materials that were being used across the franchise network.
We defined and highlighted the differences between Bluebird Care and other providers, articulating organisational values and introducing a new strapline ‘By your side.’
Exploiting the sector’s conservative approach to communications, we defined and highlighted the differences between Bluebird Care and other providers, articulating organisational values and introducing a new strapline ‘By your side’.
Creatively, we moved away from the traditional use of images of carers in uniform and ‘medical’ blues. We commissioned lifestyle photography to help communicate the benefits to people receiving care in the sanctuary of their homes and introduced a more distinctive, sophisticated palette, with a blue that suggested the premium offer of care that could be owned by Bluebird Care.
Following the rebrand, we were delighted when Bluebird Care was awarded the Gold BFA HSBC Franchisor of the Year 2017 award, reflecting the strength of the brand and the progress made in differentiating their business in the home care market.