NW ADASS – Care 2030

A brand identity to disrupt stuffy norms for the Care 2030 Strategy

Back to work

The challenge

Think have been working with NW ADASS for three years on multiple projects. These range from an internal communication strategy to several adult social care recruitment campaigns during the pandemic. NW ADASS approached Think to bring the Care 2030 strategy to life. This long-term plan for adult social care in the North West required a unique brand that would distinguish it from the everyday work delivered by NW ADASS.

The Care 2030 brand needed to make the strategy widely recognised across the North West and nationally. It aimed to share best practices and innovations with other local authorities and care providers throughout the UK. NW ADASS wanted the Care 2030 strategy to be a beacon of the hope for the future of the adult social care sector. It aimed to engage people in their vision for the North West, where every day is the best it can be.

The approach

Think aimed to create an aspirational, positive and innovative brand tone. The Care 2030 Strategy was designed to break away from traditional social care norms, disrupting outdated practices and inspiring fresh thinking. Ultimately this is about people’s lives and community. We needed to keep the conversation all about them – what makes a great day for you?

Evolving their existing brand style, we presented multiple brand concepts. We refined the final concept over three rounds of amends. Alongside a core brand for the Care 2030 strategy we developed a visual language to communicate the 3 core objectives. These were Future Models, Future Markets and Future Workforce. Other elements of the project included publication design, landing page creation, Word and PowerPoint templates, social assets and a 2 minute explainer video.

The video focused on people’s lives and community, showing much more personalised services and how much care will change in 2030. The priority was to first agree on the message we wanted to communicate through a draft script. After that, we explored execution through mood board graphics. We then moved on to storyboarding, where we visualised keyframes as a brief for the videographer.

The results

The Care 2030 strategy was launched at the national ADASS Care Seminar in April 2021 with immense success. This has enabled the NW ADASS team implement the strategy with far more engagement that they could have expected…