Edinburgh-based Hookson has been appointed by Midlands healthcare provider Palms Row Healthcare to create an identity and communications suite for both its parent brand and its start-up offering Aviva Lifestyle.
The group is believed to be earning a five-figure fee for the project. It will create a graphic and visual identity for Palms Row Healthcare, the company’s parent brand, which operates nursing and residential care homes in Sheffield, Kent and London.
The identity will be applied across stationery, literature, signage, uniforms and on-line and launches in August.
The refresh comes as the organisation moves to capitalise on growth opportunities generated as the Government begins to realise plans to place a greater reliance on private provision in the sector.
According to Hookson design director Jason Dobson, the revamped identity will focus on the ‘caring aspects’ of the company’s work. ‘It’s all about personal interaction and the one-to-one approach,’ he says.
Hookson will also create an identity and brand development programme for Palms Row Healthcare sister company Aviva Lifestyle, which is due to launch in July. Aviva Lifestyle will build and operate residential areas where people can live independently, but with access to care. In addition to the identity, Hookson is designing literature, exhibition materials, signage and on-line communications to support its launch.
The group has been briefed to create an identity that reaches ‘active, over 55-year-olds’, says Hookson project director Louise Taylor.
‘The company has perceived a gap in the market for people who want the freedom to run their own life, but like the back up of added security and care,’ says Taylor.
The consultancy was appointed to both projects without a competitive pitch, following a credentials presentation.