Great Park Homecare
Homecare branding & website
Leaving the Heritage Healthcare franchise to create their own company, the husband and wife duo behind Great Park Homecare needed a complete transformation, website and rebrand – fast. See how we helped them create a solid visual identity to attract not just new clients, but high-quality carers.
With their Windsor location, ex-franchisees Romola and Adrian wanted a visual identity and brand that highlighted Windsor’s royal links and appealed to their affluent target market. But as well as appealing to those looking for care support, they also wanted to recruit high-quality carers, which they were struggling to do. So the brief was two-fold, with the branding and functionality of their website needing to work for both client acquisition and as a recruitment tool.
The business needed a more upmarket approach to branding and a broader reach for SEO, ensuring their new website would rank highly in searches for homecare in and around Windsor and Ascot. So, while working on our initial concepts for visual identity, we also pulled in support from our trusted partners, working with Fiona Mocatta for copywriting, PinkSEO Marketing for search engine optimisation and Syarifah Photography for imagery, before delivering the final website and marketing materials.
The visual identity created a positive new brand image in a short space of time. Which meant Great Park Homecare could confidently and proudly present its new website as a ‘shop window’ to the world. Romola and Adrian have done a big push on recruitment and are attracting new carers, along with new enquiries coming through the website on a weekly basis.
“We received so much positive and complimentary feedback from my clients and others about the new website. It exactly reflects the initial brief and vision.”
The times that az.design has gone the extra mile over and above the initial remit has ensured my company’s image and brand has a solid foundation from which to grow.
I would recommend az.design without hesitation. Make the first call to Angela to discuss your needs and you’ll be reassured by her professionalism, vast expertise and ability to move your thinking to achieve your ultimate goal(s). It’ll seem scary, but what will finally be achieved will be of quality and integrity. Angela is great to work with. We received professional guidance, collaborative two-way communication and trust built with az.design to deliver the end results.
– Romola, Co-Director and Owner Great Park Homecare
Naming & brand strategy
When it came to the name, we opted for Great Park Homecare – inspired by the business’ locality to well-known Windsor Great Park (a Royal Park of 2,020 hectares, including a deer park). We also wanted a regal look and feel throughout, which became a key consideration in all aspects of the branding. On top of that, many Great Park Homecare clients’ families live abroad, so building trust that they can deliver a high standard of care to peoples’ loved ones in the UK was paramount. The brand strategy needed to effectively convey this through a highly professional look and feel, combined with warm, simple and engaging language.
Logo design & visual identity
With such a clear brief to create a regal, luxe feel, royal blue was the obvious choice! We used this as the primary brand colour, with other blue accents and warm white, to make the blue stand out. We also incorporated family crest-inspired shield icons to convey information and values on the homepage, as well as fleur-de-lys accents.
The logo was kept simple: an impactful white ‘G’ in a royal-blue square – denoting a sense of understated elegance. This also helped Great Park Homecare to stand out against competitor brands, who tend to favour a softer, feminine approach as a go-to look within the sector.
We worked in collaboration with PinkSEO.Marketing to target keywords reflecting key searches being made by potential customers in the surrounding areas of Windsor, Ascot and other parts of Surrey. We also designed a clear map to show the catchment area for care – which not only created an easy visual for prospective clients to see the catchment area, but also ensured those locations were called out in the website copy, which was beneficial for SEO.
We also added a contact form for professional carers to get in touch for roles at Great Park Homecare, which had excellent results. Enquiries came through as soon as the form was put up.
Brochures + marketing materials
Finally, we extended our design work to cover print and digital marketing materials. We produced a digital and printed brochure and flyer with the goal of creating more brand awareness and providing interested parties with a branded ‘leave-behind’ to review after the first consultation.