Project Backgound//

MW was approached by Carr Gomm, winning a competitive tender to re-brand the organisation in preparation for the challenges that lie ahead for the care sector, as control and choice is passed to the people in receipt of support, and away from local authorities. “I must admit to not having heard of Carr Gomm when I received that first phone call,” said John McConville, “but I was amazed to discover the size and reach of the organisation. We are honoured to be involved with Carr Gomm, and the values and principles they stand for. The work they do with the most vulnerable of our society is inspiring.”

Objectives//

MW set about consulting with the organisation at all levels to come to a brand and identity that would sit well with the history and values of the organisation, but that would also allow Carr Gomm to move forward into the future, in these challenging times for the care sector. We worked with Carr Gomm on their messaging in this sensitive area, coming up with expressions and terminology that was appropriate, and the organisation was consulted in focus groups around the country. Feedback was open to all with a vested interest in the organisation in the form of a consultation website, where everyone was able to help shape the path forward for Carr Gomm. This required a strong understanding of the challenges facing Carr Gomm with the introduction of ‘self-directed support’, and a sensitivity to staff and service users who are deeply committed to the organisation and its values. “MW has helped us to think about how we deliver our key message to the people who need to know about our organisation.” Said Lucy Wren, Chief Executive of Carr Gomm, “Their expertise in rebranding and the guidance they gave has helped us to find ways to communicate better internally and externally. We are extremely happy with how they empathetically worked with everyone who had a view on what we should do and used this to shape how we now are. It was a job very well done”.

Update//

Since the new brand’s roll out on 1st October, MW has been involved in creating the marketing materials and communications for Carr Gomm, including re-designing the newspaper, creating the Annual Review, the new website and the company Extranet. We have also created press advertisements, internal and external posters, leaflets, exhibition materials, contact cards, welcome packs and stationary. Lucy said; “We are really delighted with our end rebranding package; I have only had good feedback and positive responses. It felt like a long journey but one that needed that level of care, I appreciate your understanding of this and the focus on your knowledge and expertise in keeping us right when we could so easily have strayed. Thank you, it was an enjoyable experience.”