Choices Housing Association Brand Development

The Issue:

Choices Housing Association (a registered social landlord delivering learning disability care across a number of service options) had won a new contract for a local authority outside of there local area to deliver floating support and domiciliary home care to individuals with any kind of learning disability.

The Challenge:

Identify and communicate quickly to the new audience and purse string holders the new services available; Recruit both staff and the individuals that would be in need of the new support services. Raise the profile and recognition of the client.

Our Response:

Creative Avenue recommended that initiating a re-brand would help Choices become recognized for there new specialist learning disability service in both the new area and locally. Focusing on service users first, there original brand and proposition would be strengthened. Choices then could differentiate itself from the competition and devise a platform for future communications based around a visual themed look that stakeholders would buy and opt in to.

The Execution:

Creative Avenue created the proposition of 'Putting you in the Picture' as a strap line supporting and reinforcing the new visual imagery produced. Regional and local PR editorials were distributed to the new contractual won areas over a period of six months to raise awareness and engage with Choices stakeholders. Recruitment adverts were placed and a stakeholder communication folder pack was produced containing informative items.

The Results:

New business was successfully being won and enquiries were flooding in. 90% of the editorials wrote gained publicity coverage in the targeted newspapers and journals. The new information pack has visually strengthened Choices brand and has made the 'Lifestyles' new service become recognized. Lifestyles now has its own unique brand logo designed by Creative Avenue and continues to be successful in business.