Project type: Brand positioning, tone of voice, advertising, annual reports, direct marketing
Bield Housing and Care
Free to be
Bield are a not-for-profit organisation providing housing and care to Scotland's older generation. Our brief was to create a new brand positioning that would set them apart.
At the heart of everything they do is a firm belief that regardless of age we should all be free to make own choices and lead independent and fulfilling lives.
'Free to be' came about as we thought about the many amazing things our own parents had done in their lifetime and how hard it must be to have the freedom to do those things take away by ill-health or lack of choice.
It's an emotional proposition which allows us to see the human side in any brief, and resonates equally with tenants, social workers and staff.
Together with Susan Anderson my Art Director I helped create the new brand positioning, establish a tone of voice that would give Bield greater differentiation in the market and create and write all aspects of the campaign and communications materials.
The campaign helped Bield become the number one housing provider in Scotland with waiting lists for many of Bield's homes and services.