The challenge

When a charity manages both care homes for older people and housing communities for women and young people facing homelessness, how do you create one cohesive brand without losing what makes each special?

Keychange needed clarity across their diverse portfolio – and a way to show stakeholders exactly what they do and why their approach works.

The process

Getting under the skin

I spent time across getting to know the business and reviewed the current brand architecture from care homes and two housing communities, understanding each location's unique character while uncovering the consistent philosophy that connected them all.

Uncovering the magic

Building on positioning work from Frank Care Marketing ('transforming lives through the power of community'), we developed the creative execution 'Keychange opens doors to community' - capturing how they work at multiple levels: within homes, connecting to local communities, and creating opportunities.

Getting right to the heart

The brand system stems from an open door concept, with overlapping doors forming both heart and key symbols – and further going on to represent community.

Consistency delivered

Unified branding that works across all touchpoints while honoring each location's unique character, supported by icons reflecting their core values of dignity, care, and 'people, not profit.'

The results

The rebrand created immediate clarity for stakeholders who previously struggled to understand Keychange's dual focus. The unified brand now works seamlessly across care homes and housing communities while celebrating what makes each special. The brand was rolled out across homes website and all communications.

Services

Brand architecture
+ Creative platform
+ Guidelines
+ Website UI
+ Social
+ Printed collateral
+ Event materials
+ Photographic art direction
+ Event materials
+ Merchandise
+ Signage