Proud to Present: a nurturing, compassionate and intelligent brand identity for start-up care agency, This Is Homecare
Suliyat O’Balogun is a very special soul. Having worked in the care for some time, she felt consistently disappointed by the poor standard of care which seems to define the sector. Through her work in a local authority, she saw clients come to expect - and accept care which was task-orientated and left no room for compassion or actual care.
She believes that it is a great privilege to care for someone in their home, and that with the right support every individual should be able to enjoy a life of purpose and fulfillment. And so, she set up This Is Homecare, This Is Homecare is a new independent care agency, providing home care to adults - whilst setting a new standard of quality, compassionate, and person-centred care. Home care is becoming increasingly important and sought after as our aging population are requiring in-home care in order to enable independent living for as long as possible. Yet, across the UK the standard of the service and care delivered is woefully poor. Unrealistically low budgets for care, and a drastically understaffed industry, is leading to a race to the bottom as care companies move towards rapid, task-orientated visits that fail to deliver an acceptable level of service. It’s the client who pays the price… it shouldn’t be that way.
Suliyat is fiercely passionate about creating a business that delivers on its promise to help clients live a rich, fulfilled life for as long as possible. To her, home care is about ensuring people are thriving in their home environment, and living with purpose – no matter their age or physical ability.
The purpose of This is Homecare is to challenge industry norms, moving away from the current robotic approach seen across the industry to one where the clients’ personal views, choices and preferences are not only the priority, but are celebrated and nurtured through the care they receive. Suliyat envisions a world where home care is truly personal, genuinely caring, and contributes to a person’s sense of self and their enjoyment of life. We believe that how home care could be done, is how it should be done.
The brand identity for This is Homecare needed to feel distinct, intelligent and genuinely nurturing. We responded to the brief with a brand which is refined, timeless and yet underlined with a contemporary view, capturing the values and essence that the business is founded upon. Inspired by our tag line, ‘flourishing together’, we created a series of beautifully balanced, delicate floral illustrations which provide detail and accent to the communications.
Imagery has been thoughtfully selected to celebrate the individual and focus on positivity, moving away from cliched images of saccharine care staff and their ‘disabled’ clients. I simply cannot overstate the importance in thoughtful image selection when it comes to supporting your brand message - photography has the power to enhance or undermine your brand in a nanosecond. In an ideal world, every client would commission a brand photoshoot to create a collection of on-brand images with exactly the right mood and feel, but sometimes that’s not possible - and that’s where stock photography comes in. Stock photography was used throughout this brand, and we’ve achieved a consistent feel by ensuring the tones are of the same family, and colours from the brand palette are picked up in each image to create cohesion. Subtle, but highly effective!
This is Homecare launches imminently.
