The Project

We worked very closely with Berkley Care Group for a decade, helping them to establish themselves as pioneers in the field of ‘luxury’ care before it was mainstream. By 2020, the company had grown to 7 homes and one of Europe’s largest care operators, Korian, purchased the company. To put their own stamp on the business and to unite the homes while remaining true to the values of the parent company, we rebranded the group for the next part of their journey.

ClientBerkley Care GroupCareResidential, Dementia, Respite

The Method

Working closely with the C-Suite, we created a new brand for them which would sit as a parent to all of the individually branded homes in the group and also act as a single point of focus for all of the people within the group. Moving from a privately owned to a corporate group meant that the parent group needed to be much more visible and tangible, in particular for the teams that work in the homes.

The Results

Due to the number of stakeholders in the project, and the various homes within the group, canvassing opinion at the outset was vital. We listened to the various perceptions of the existing brand and also those of their direct competitors, and produced concepts accordingly. When this was whittled down to just one, we created detailed brand guidelines and a group website to take the company forward. It showcases the luxury aspect of the brand leaning heavily on the deep, rich green of the main brand, coupled with bespoke imagery of the interiors of the homes.

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