Keychange bringing together seven care homes and two housing communities under one branded roof.
CARE & HOUSING SECTORWhen 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.
01. Immersion - 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.
02. Insight - 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.
03. Proposition - The guiding light
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.
04. Platform - Brand Clarity delivered
Unified branding that works across all touch points while honouring each location's unique character, supported by icons reflecting their core values of dignity, care, and 'people, not profit.'
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 strategy & system
Brand architecture
Visual identity system
Brand guidelines
Editorial & print collateral
Community signage & collateral
Printed literature suite
Brand enablement & toolkits
Canva template suites.
"Chris has been excellent to work with.
Firstly, in the way that he listened to who we were as a charity and our identity messaging. He was able to scope and think deeply about the organisational branding that would authentically arise out of that. His ability to be creative has allowed us to both enjoy the collaborative process but also be extremely pleased with the outcomes."
Benjamin Downing - CEO
"Thanks to Chris, we now have a brand that not only looks incredible but genuinely captures who we are across multiple platforms and formats. It's a transformation we're proud of, and it simply wouldn't have been possible without him."
Laura Rose, Marketing & Communications
