Broadening Choices for Older People

Broadening Choices for Older People
Our care comes from the heart
Branding, Campaign, Content, Copywriting, Design

Broadening Choices for Older People (BCOP) is a charity that supports older people, both in their care homes and through supported housing and independent living. 

Recently we worked with BCOP, speaking to residents, families, staff and other stakeholders to define a set of core values that reflect the amazing work the charity does. Through a series of surveys and workshops we explored their views to develop a robust and engaging set of beliefs, attitudes, behaviours, and a tone of voice that accurately reflected the ethos, the team and the overall brand identity.

At the core of this was their brand essence;

Once we had developed the messaging, we then looked at how to show this through supporting imagery and brand’s design. The brand needed to be simple and accessible but with an element of personality that incorporated their essence. Working closely with the team, we chose to incorporate a hand-drawn heart, drawn by one of the residents in the brand’s logo as the people that BCOP work with are central to everything they do. 

At the end of the process, we developed a set brand guidelines, and a series of templates to help BCOP ensure that all of the work they do refers back to these core values and beliefs, and can even be referred back to when recruiting and developing staff as it captures the qualities they look for in every member of the team.

"I wanted to say thanks to the whole team for your work on the project and your advice and guidance throughout. Your collaborative approach and your understanding of how to involve staff in the rebranding process was a key factor in us choosing to work with Creative Concern, and this has been borne out throughout the project. We are delighted with our new brand and values and can’t wait to share them with the wider organisation and our external stakeholders."

Ellie AhmedCommunications Coordinator at BCOP