Oak Court is an £8 million extra care scheme in Blaby, developed by emh group. It contains 50 contemporary, high quality self-contained apartments designed to meet the needs of an ageing population. It aims to provide independent living for people with care needs with on site support available when they need it.
emh group’s Development team needed a brand identity to allow Oak Court to stand out in the sector and operate commercially. Being in direct competition with similar schemes in the area, it needed to actively appeal to its target market: residents with care needs and their families.
The challenge was to get across the ‘support’ aspects of the scheme in the right way, avoiding the negative connotations of care homes or old people homes.
Based on the name, which had been chosen by the client in consultation with potential tenants, we set about crafting a brand that would be modern – to reflect the modern building and state of the art facilities – and instantly appealing, whilst at the same time subtly communicating the care element.
The brand needed to be flexible and ‘future proof’. We knew it would be applied to a range of collateral, but exactly what this would be was not known at the start of the project. We needed something we could develop and that would work on everything from brochures to signage, décor and even menus.
We kept the designs clean and simple. Taking inspiration from the scheme’s ‘roots’ we created the logo using the age lines of an Oak tree to form the basis of the logo. This simple graphic provided a visual representation of the name, and then cleverly communicated the ‘care’ aspect by using a heart shape as the central ring.
A year on, and having been officially opened by Angela Rippon, the scheme is now fully tenanted.
“Work Design are a joy to work with. Their dynamic, innovative approach to every project is key to us reaching and going beyond our aspirations”
Jerry Sykes, Communications Officer, emh group