Building a future-ready brand for Anavo Care Homes. Designed to scale, connect, and lead in premium care.
As a new entrant to the sector, Anavo Care Homes set out with a bold ambition: to challenge convention and introduce a more modern, thoughtful, and experience-led approach to care. The objective was to define a brand that could not only articulate this vision but activate it across the entire organisation, from first digital touchpoint to in-home experience. The outcome is a cohesive, future-facing brand designed to attract new audiences, build trust, and support sustained growth.
Entering a competitive and often traditional market, Anavo Care Homes needed to establish a clear and differentiated position from the outset. The ambition was not simply to launch a brand, but to create something that could disrupt expectations, delivering a fresh, innovative experience for both residents and employees.
To achieve this, Anavo required a strategic partner capable of driving meaningful change across the organisation. The task was twofold: define the Anavo brand with clarity and conviction, and bring it to life through a connected, omni-channel experience spanning both online and offline environments.
This work needed to support key commercial objectives; reaching new audiences across care seekers and job seekers, increasing consideration and preference, and building long-term brand loyalty.
A comprehensive discovery phase was undertaken to ground the brand in real insight. This included internal surveys with senior leadership and home-level teams, exploring perspectives on people, product, and process, alongside strengths, challenges, and opportunities across the business.
This was complemented by mystery shopping across multiple touchpoints, in-depth telephone interviews with residents and families, and collaborative workshops designed to uncover both operational and commercial realities.
What emerged was a clear picture: Anavo’s greatest opportunity lay in aligning its ambition for innovation with a consistently delivered experience. While the foundations were strong, there was a need for greater clarity in positioning, more cohesion across touchpoints, and a stronger articulation of what truly sets Anavo apart.
In response, we developed a strategically driven brand platform designed to unify and elevate the entire Anavo experience. This included defining the brand story, tone of voice, and visual identity, supported by comprehensive guidelines to ensure consistency as the organisation grows.
Crucially, the brand was built to work as an interconnected system. From digital channels to on-the-ground interactions within each home, every touchpoint was considered as part of a wider journey.
A new website was designed and developed as a central expression of the brand. Intuitive, informative, and accessible, while reflecting the quality and professionalism of Anavo’s care offering. Alongside this, strategic recommendations were delivered across key areas of the business, including sales, marketing, and operations, ensuring the brand could be embedded beyond communications alone.
The result is a clearly defined and confidently expressed brand that positions Anavo Care Homes as a forward-thinking challenger within the sector. The new identity has strengthened engagement across channels, improved clarity for prospective residents and families, and created a more compelling proposition for potential employees.
Beyond immediate impact, Anavo now has a robust strategic and creative framework in place, enabling the business to scale with consistency, deliver on its ambition, and build lasting relationships with the audiences it serves.