shine homecare brand identity, collateral & website

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.

Yellow Yoyo facilitated its Brand Clarity process, to identify the key fundamentals of the proposed new business, including target audience, values and personality, in order to derive and agree, in the first instance, a brand positioning statement.

The agreed brand values, personality, consumer proposition, straplines and the business name itself are all a fundamental stage of the design development process, helping to determine the blueprint for style, colourways, tone of voice and imagery.

Collateral included creation of the company name, logo, strapline, style guidelines, stationery, simple website architecture and website design.

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 continues to work with Shine Homecare and has further assisted with print requirements and styling of the company website.  One suggestion, not yet implemented, is ‘myshine’, which Yellow Yoyo created to assist and develop the relationship between individuals, families and Shine Homecare.  The care industry has suffered from a poor reputation at times and we believe ‘myshine’ will create a much needed link between all parties to maintain and develop relationships, trust and to ensure feedback for improvement and growth in future.

“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