Greensleeves Homes Trust, which runs 20 care homes across England, has relaunched as Greensleeves Care.
The charity has said the rebrand has been undertaken in a bid to update its “look and feel”, as well as to “reflect the friendly nature of life” in its homes.
Assisted by marketing firm, The Help Agency, Greensleeves Care set up a series of focus groups including representatives from all of these groups to decide on a new direction for the brand.
Greensleeves Care Chief Executive, Paul Newman commented: “It was clear that the primary emphasis should be on the care we provide. From our old name it was evident that some people thought our priority was bricks and mortar – so there was clearly a need for change.
“With the sector becoming increasingly competitive and commercially aware, we know that a strong and positive brand that communicates what we are about is important in differentiating us from our competitors. This is particularly important given the rise of comparison websites.
“Plus, we wanted to involve our residents and our whole team. It was vital to us to have their input and their support for the new brand.”
Greensleeves’ new logo features lower case, less formal, lettering in British Racing Green to reflect the charity’s British heritage. It incorporates the strapline ‘You’re among friends’ to emphasise Greensleeves’ ethos of care.
The company’s new brand was unveiled at the annual Greensleeves Care Awards ceremony at The Oval, London, on April 12. Accolades were awarded across eleven categories including Innovation, Eating Experience, Carer of the Year and Home of the Year.
The awards were presented by Des Kelly OBE, Executive Director of the National Care Forum who said: “In my view only the best companies celebrate the achievements of their staff with the public recognition of awards. Care has the power to transform the quality of someone’s life – which is why what care workers do matters so much.
“I know from my own experience as a care assistant more than 40 years ago, you get immediate feedback for what you do and for this reason it can be immensely rewarding.
“It was wonderful to witness first-hand the pride and commitment of staff at Greensleeves Care to making a positive difference to people’s lives.”
