Macklin Care Homes

The challenge

To celebrate the 30th anniversary of this family-run business, the Macklin Group wanted to differentiate its Care Home services from that of the rest of the group and to reposition the brand to better reflect their dedication to providing the highest quality of care to their residents.

The solution

As a foundation to the rebrand the Care Homes underwent a strategic research phase in order to determine their mission, vision and core values and what they could do to make a tangible difference within the sector. The new Macklin Care Homes concept that we developed was based on the brand values and was encapsulated in the brand promise of “care with heart.” We created a visual identity and tone of voice that resonated with the company’s friendly, yet professional approach and brought the real face of the business to life by using authentic images of both staff and residents, combined with illustrated characters to communicate their dedication to care.