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Helping Hands

01 June 12

A brand refresh for Helping Hands

Helping Hands provides live-in and hourly care services to a wide range of people from young adults who are living with conditions or disabilities to elderly people who need care but want to stay in their own homes. The family business has been around for over 23 years and a big part of the strategic and creative challenge for Switch was to rediscover and redefine the organisation's brand essence and create one unifying visual style that would appeal to both their younger adult and elderly customers.

Switch created a brand essence built around the promise that "For Helping Hands care is more than just a service, it is a way of life", to reinforce the company's focus on quality, flexibility and continuous improvement. This manifested itself in a new strapline 'At home with care' and was supported with a striking new visual style designed to help distinguish the company amongst its peers and to position it as a true leader in its field.

As part of the creative process Switch carried out a number of photographic shoots on location in and around Warwickshire with a variety of Helping Hands customers, to help create a set of new brand images which reflect their customers' aspirations. The suite of powerful images sets a new precedent in how the business portrays the relationship between its customers and their carers, demonstrating that they understand their customers' needs and desires, and how enabling the live-in care option is compared to care homes.

Stephen Eldred, Partner in Switch and the Creative Director on the project said: "It has been an absolute pleasure working with the management team at Helping Hands on this exciting integrated project. The client was looking for exactly the right balance between branding and digital, to be able to deliver a cohesive and coordinated brand refresh and new website. The site is the company's most valuable marketing asset and there could be no room for misinterpretation or disconnect between on and off line. Now that the site is live we are very excited about continuing the branding journey with Helping Hands as we work with them to roll out their new brand identity across all of their marketing communications".

Tim Lee, CEO of Helping Hands, said: "Switch offer Helping Hands the unique balance of a really strong creative vision coupled with the ability to meet and challenge our digital expectations. Our website is a key part of a customer's care journey, the new website celebrates our heritage, experience, scope and of course our carers, supporting our position as the country's leading provider of live-in care."

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