Care Village UK

Who are they? The Care Village Group specialises in retirement developments designed to appeal to the growing numbers of older residents who wish to live independently in a secure and friendly environment. Residents have access to a wide range of on-site social and leisure facilities, and support services when required.

The Group takes pride in offering its clients a wide choice of retirement accommodation that is more easily managed with better access. Maintenance, security and healthcare are all part of the package.

What was the brief?

Retirement villages are relatively new to the UK, emerging in response to the needs of an ageing population that cherishes its independence. Retirement villages are viewed as a positive choice, offering a quality of life superior to that provided by traditional care institutions.

Care Village Group has identified that its clients conform to a certain profile, aged primarily between late 70’s and early 80’s, and usually female, single and comfortably well-off. They own their own home, which is probably too big for them. They live in affluent areas and their house generally is worth considerably more than a Care Village apartment, which has an average value of £300k. Amongst clients there are also couples and single males, although this is rarer.

Darwin was tasked to create a symbol that will help the company stand out from the competition and represent clearly the company’s character, values and future direction.

How did Darwin alight on a solution?

The generation who lived and fought through the Second World War has a strong affinity with bluebirds – as Vera Lynn sang it in the 1940s, ‘There’ll be Bluebirds over the White Cliffs of Dover”.

Blue is a calming colour, with associations of safety and reliability. Given the age group of the target market, and that there may not always be a couple moving into a retirement village, it was felt that it would be desirable to use three birds in preference to one or two (one equates to loneliness, two to a couple).

The number three more readily suggests support and companionship – all key reasons for people to move into a retirement village.

The word ‘village’ is emphasised for its association with a friendly community, whereas the word care is much more subtle – it’s there if and when you need it. The tagline, ‘the freedom of choice,’ was developed at the same time as the logo, with sans serif used to express modernity and a touch of informality, to balance the more authoritative, classical serif caps of VILLAGE UK.

“Darwin was brought in on the advice of an external management consultant. We must admit to being a little concerned at first about the fact we were based in Bath while Darwin were based in Glasgow. We needn’t have worried. The first thing they did was conduct a brand review. This gave us a complete understanding of where we were and where we needed to get to. They then set about bridging this gap. They redesigned our brand identity and all of our brand and marketing collateral. They built our awareness throughout our market place and raised our profile to an all time high. We cannot thank them enough. In all of our dealings they were always totally professional. It goes without saying that we would have no hesitation in recommending them to any company looking to build their awareness and general brand.”