The Challenges

• Low levels of awareness amongst corporate organisations.
• A lack of understanding amongst leaders, managers, owners - of the impact of the impact of employees' caring roles - on the success of the business.
• A binary view of cost versus benefits to introducing organisational change.
• An awareness /recognition gap between the problem of ‘caring needs’ and Rosemary's business offerings to solve these problems at an organisational level.

Strategy

• Design a brand identity - including a brand name - to lead the business-facing side of Rosemary's mission - to incorporate the Cultural and Research arms of her business offering.
• Create a clear brand architecture so that Rosemary has clarity on how to present her brand elements, and her personal story, to each of her audiences - as an advocate for carers, and as a specialist business consultant to corporates.
• Differentiate CarePowered from carer-facing organisations. Position the brand in the corporate space, as a competitive business resource. Focus on the commercial benefits of better policies around caring employees, raise educational awareness, provide practical training, research and compliance.
• Create cohesive visual and messaging assets, which communicate clearly and concisely while also maintaining a professional, authoritative presence.
• Shoot new photography of Rosemary, building on the new brand identity, communicating Rosemary's authenticity, roles and subject expertise.

Research

We conducted market research to understand the current levels of awareness around caring, identify the problems HR businesses are dealing with, identify the marketplace and economic issues happening and anticipated, identify gaps that CarePowered can serve in the market.

Brand Messaging

Brand messaging emphasises Rosemary’s vital mission:

“Care is a foundational human experience that unites us all. Care has the power to create a positive ripple effect, not only benefiting individuals but also transforming workplaces, shaping technology, and nurturing a healthier world.”

The tone is human, empathic, factual, and grounded. Rosemary's research background informs how she communicates information - presenting hard facts alongside the human cost of caring. Rosemary is a carer herself (although she didn't recognise this side of her identity for a long time).

Brand Identity Design

• Professional logo design: I designed a logo for CarePowered which visually links back to the parent brand, The Care Advocate. I felt that it was important to retain the heart symbol and incorporate the strength and dynamism of Rosemary's mission for changing workplaces for people with caring roles.
• Consistent visual identity: I then built out a consistent brand identity that includes logo variations and file types, supporting brand assets, complementary colour scheme, and clean typography.
• Enhanced marketing materials toolkit: I designed a suite of presentations focussing on each area of the CarePowered business and mission - so that Rosemary always has a ready-to-go set of slides for her many speaking and teaching engagements. I also designed business cards, display banners, and social media templates.