Creating a brand identity is about so much more than looking attractive on the outside. It’s about creating something that rings true to the company’s values, their employees, their loyal customers – and of course that will engage new customers. So when MHA, an award-winning care provider with faith at its heart, approached our creative marketing agency for a redefined brand identity, we created a true reflection of their brand – and an enduring strategic partnership.
MHA is one of the most respected care providers for older people and amongst the largest charities in Britain providing care, accommodation and support services. They needed help to redefine the brand proposition and more than anything, to achieve consistency and continuity; they wanted a cohesive message to run through all their services and for everyone who interacted with the brand – from residents to staff – to be sure of who MHA are and what they stand for.
Rather than diving in, we wanted to understand why three agencies hadn’t been able to complete this brief beforehand. It wasn’t through poor design. It was because being a charity, MHA have multiple stakeholders who need reassurance that donations are being well-spent and that the outcome would be relevant in the modern care world while still supporting the organisation’s roots.
By taking the time to really understand MHA, we were keen to take every stakeholder on the journey with us.
By collaborating with MHA’s stakeholders and including their knowledge in the brand evolution, the Board bought into the brand refresh and were delighted with the outcome – you can see it here. To ensure MHA’s wider team were onboard with the changes, we presented the new identity to all departments to take them on the brand journey we had been on and explained how to use the assets.
OTB are proud to partner with MHA, who are dedicated to tackling social isolation and loneliness for older people. Our partnership with MHA continues today delivering strategic thinking and integrated campaigns that bring to life the value of living later life well with MHA.