Developing a community Centered brand Identity for a Social Care Organisation,

1. Developing a
community centred
brand identity

2. Bolton Cares Limited
As more and more adult social care services spin-out from
local authorities into CICs or Social Organisations, Bolton
Council was no different.
Outsourcing adult care and support services is not a new
concept and as such, the marketplace is a crowded one.

3. We were asked to develop a brand strategy and identity for the new organisation,
one that used the existing Bolton Council brand values in an impactful and relevant
way.
Whilst the outputs were very clear, it was the actual process that required a much
more thoughtful approach as there were a number of political objectives.
The board of directors and staff on the ground had to form part of the approval
process so everyone felt included.

4. Unlike other brand development projects, this required high-level input from existing
staff and service users. Initially, we undertook a programme of visits to different
locations, including a specialist autism unit and an adult day centre. This allowed us to
engage with staff about the process and also get a real feel for the business and their
customers. We visited five locations in total and were given full tours of the facilities.

5. After the initial concept stage, we integrated our creative
presentations as part of a programme of staff workshops. We
tested creative treatments and concepts with staff, customers and
stakeholder, Gathering valuable insight to improve the brand.

7. We used the opportunity as a catalyst for further conversation so we could
learn and understand what staff wanted from the brand and their views on
what made them unique.

8. Naturally, we planned as much as we could but a
large element of success was due to our ability to
provide reactive support. This is because the
political and legal landscape is incredibly dynamic.

9. The result is a strategy, brand and
identity that is completely unique to
the marketplace and focused on an
engaged local community.