New Directions Social Care has re-launched their company brand after nearly ten years in operation. The business which is based in a Cardiff head office has spent nearly six months planning the overhaul which is now complete.
Sarah Blackmore who heads up the business said of the make-over ‘We have grown dramatically as a business over the past 12 months. The shape of the team, the client base and the exciting candidates – new and old, so we felt we needed to reflect this. Our business is about community, and we want to be a strong member of the one we work within.’
Such is the team involvement within the social care sector; they decided to involve all of their stakeholders in developing a new brand. In July the team issued a challenge to colleagues, clients and candidates. New Directions Social Care wanted an iconic image they could use throughout their suite of literature, websites and promotional materials. The business works with a diverse community and so the image would need to be both representative and inclusive. The gauntlet was thrown down to stakeholders via social media forums, the company website and the monthly newsletter the team issue.
After four months of consultation the team met with Group Communications Manager, Ruth Dalton to discuss the winner. Ruth comments ‘The team invested a lot of time, effort and consideration into choosing an image that would depict what they stood for as a team. Our business recently developed a set of values by which we have committed to carry out our day-to-day activity in accordance with. The Social Care team embody all of these values, and the process and selection by which they chose the new imagery was extremely innovative.’
New Directions Social Care launched their re-vamped brand internally on Monday November 5th 2012. The team led a ‘take-over’ in the Cardiff head office to encourage internal staff to celebrate the brand evolution. They kidnapped screensavers, de-camped on the intranet and filled all television screens around the building with their vibrant new imagery.
Colleagues from the other divisions in the business were delighted for the team, describing the new brand as ‘refreshing, full of out-reach and vibrant.’