Refining identity

MHA is an award-winning charity providing care, accommodation and support services for older people throughout Britain.

They’re one of the most well-respected care providers in the sector and amongst the largest charities in Britain, but their identity as a brand was a little confused.

MHA sought our help to redefine its brand proposition as part of an internal review. More than anything, MHA wanted 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.

After conducting a brand workshop at their headquarters and compiling feedback from both stakeholders and residents, we were in a good place to bring MHA’s vision to life. We created a robust set of brand guidelines that would inform all future activity, a strapline that reassured prospective residents and a dynamic logo that cemented their relevance in a modern care world.

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