shine homecare brand clarity and naming

Shine Homecare is a domiciliary care agency providing a range of home care services to individuals with special needs, enabling them to stay at home rather than entering a medical institution.

Following a three-stage pitch during the Spring of 2012, Yellow Yoyo was appointed to develop a corporate brand identity for the new business, at that time unnamed.

The business was to be developed as a joint venture between three established and successful charities; Iain Rennie Grove House Hospice (now Rennie Grove Hospice Care), Hospice of St Francis and Peace Hospice.  The hospices had thoughts on the values of the new business but required assistance communicating those values and differentiating themselves from their competitors.

The brief to Yellow Yoyo for the corporate identity stressed three key requirements:

  • To embody the culture, values and ethos of the three hospices and leverage their reputation
  • To avoid any potential confusion in future which might damage the hospices’ ability to raise charitable funds
  • To minimise the ‘end of life’ culture generally associated with a hospice.

Shine Homecare – together life’s brighter, successfully launched in September 2012.  Yellow Yoyo’s involvement includes not only the Brand Clarity and naming process but also website styling and print requirements.

“Yellow Yoyo facilitated the best brand clarity process that I have ever been involved with. Their skills really showed in their ability to bring a very disparate group onto the same page and then the way they managed their own frustrations with a large group through the visual creative stage. What counts is the results; in my view the outputs were excellent.” Robert Breakwell Business Development Director for IRGH and one of six Directors for the agency now Chief Executive at Chilterns MS Centre