We helped increase awareness and understanding of the exceptional, patient-first care at one of the largest residential care programs for veterans and seniors on Vancouver Island, and were able to defy the category stereotype of care homes “warehousing” people in their final years. We began by engaging a diverse stakeholder group to identify common ground that was used to fashion a new and bold brand identity.
Broadmead Care is a primary provider of residential care and day programs for veterans and seniors that oversees 700 staff, 400 care beds and various adult day programs in the CRD. Known for outstanding care, patient-first care innovation and category leadership, Broadmead Care wanted a bold new brand identity that emphasized its point of differentiation. After a comprehensive stakeholder engagement process that involved 15 one to two-hour interviews with different groups, we recommended the tagline “Where love, life and living matter.” The tagline anchored a brand identity that included warm, positive colours, imagery of residents engaged with caregivers, and a tone and manner that was friendly, warm and supportive. The tagline helped to unify the organization and galvanize stakeholders to reach even higher in the area of care.
Logo and Tagline