As a long-standing family-owned organisation, CWC Group wanted to reposition itself to encompass its six nursing, residential and disability care locations under one umbrella brand, and to further communicate the fore core pillars of care that underpin their organisation.
As part of the brand refresh, Mitso was also commissioned to create a suite of accompanying brand collateral and build a new, fully accessible brochure website for CWC Group, showcasing the high-quality care on offer for residents.
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Undertaking a full brand scoping with the CWC Group team, we worked to identify the core mission and purpose for the brand, centring patient care and family at the heart of everything they do.
Looking to the visual brand, we developed a new identity for CWC Group, taking inspiration from its person-centred approach to highlight the importance of social care, practical support and companionship in patients’ quality of life.
In the logo, each shape is cradled within another to create the logo mark, representing CWC Group’s warmth, hospitality and mission – to provide exceptional care within family oriented homes.
Then bright colour palette also reflects the positivity and fun within each care home, reinforcing the staff’s dedication to ensuring quality of life and support for patients to live their full potential as individuals.
We then worked to create a full suite of brand collateral and photography assets, helping to visually communicate the new look and feel across letterheads, email signatures, brochures and the website. It was imperative that CWC Group had photography of their real staff and real patients: prospective families want to know who will be taking care of their relatives, so it was vitally important to show this throughout the new website.
The new website also serves as an information hub for visitors, providing more detail on care areas, each location, and offering user-friendly and accessible navigation.
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