Helping Hand

Leonard Cheshire

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Task

We were appointed by Leonard Cheshire Disability, one of the UK’s leading charities providing support to disabled people, to reposition their brand through all communications channels.

Having previously focused on local authority decision makers, Leonard Cheshire Disability contacted Agency Inc when they realised that their brand guidelines and communications were not well suited to end-users themselves, despite the fact that direct customers now have more choice and control over their care and service providers.

Insight

Care providers need to convey warmth and compassion to build trust with prospective customers and their families.

Solution

Our work began at the start of 2012 with the redesign of a suite of materials, including welcome packs, service area brochures, press ads, and powerpoint templates, with a view to creating a new look and feel to be rolled out across the entire organisation. The new brand positioning presents a softer, friendlier face to the organisation, with personal care and service at the heart of everything that they do.

Our first area of focus has been the UK Care and Support Services division. By carefully introducing new colours and tints, softer shapes and graphic devices, and by changing the copy style and tone of voice, we have already positively impacted upon the brand perceptions amongst prospects and existing customers.

Results

The new brand templates have received universal approval throughout Leonard Cheshire Disability, and are now in the process of being rolled out across the different service divisions.

“Agency Inc always seem to be able to find the right creative approach for the task in hand.”

Audrey Lynas
Head of Marketing
Leonard Cheshire Disability

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