From single care home to multi-site success with strategic brand foundation and digital solutions

About the client: Independent residential care provider

When we first met Jason Feller in 2019, he was running Georgian House, an established care home in Torquay that had operated successfully without a website. Jason had a clear vision for growth that would require a brand foundation capable of scaling. By 2024, that vision became reality. What started as Georgian House evolved into CoActive Care, now operating three exceptional homes and establishing themselves as a regional leader in quality care provision.

The challenge: Building a scalable brand for a growing care group

CoActive Care’s growth journey presented three distinct challenges across different phases:

Digital foundation (2019)

Jason needed to take an established care home into the digital age. Georgian House required professional digital presence, but more critically, a brand identity flexible enough to support multiple future locations. Most care home branding is built for single sites; rigid and impossible to adapt.

Values integration (2023)

Success brought new complexity. With expansion came heightened expectations and the challenge of maintaining consistent culture across multiple sites. CoActive Care’s four core values, Belonging, Excellence, Safety and Trust (BEST), were central to their operation but invisible to key stakeholders. During CQC inspections, they struggled to demonstrate their values-driven approach beyond verbal explanations. Prospective families couldn’t easily understand what differentiated CoActive Care from competitors.

Staffing solutions (2024)

Like many care providers, CoActive Care faced serious staffing challenges. With burnout remaining a problem and high turnover rates disrupting resident care, they needed innovative recruitment solutions and a comprehensive career portal showcasing their values-driven culture while streamlining applications.

Our healthcare marketing and digital strategy approach

Phase 1: Building the foundation (2019)

We designed a flexible visual identity system that could adapt as the business grew. The logo system could read ‘Georgian House,’ ‘CoActive Care,’ or any future home name, maintaining brand consistency while allowing individual property identity. Working with our web development partner, we created a professional website positioning Georgian House as a premium care provider, featuring clear service information, easy family contact paths, SEO-optimised content, and mobile-responsive design. We developed comprehensive brand guidelines enabling CoActive Care staff to create consistent materials in-house across all locations.

Phase 2: Values integration (2023)

CoActive Care approached us with a specific need, they wanted their four core values visually represented and systematically integrated across all communication touchpoints to meet growing CQC expectations. We designed professional documentation supporting regulatory requirements, including a branded Mission, Vision, Values PDF serving as both internal reference and CQC compliance documentation. We created distinctive icons for each value in the BEST framework and developed a comprehensive poster system. We also structured their website blog so all posts would fall into one of the four BEST value categories, ensuring every piece of content reinforced their values framework.

Phase 3: Career portal design (2024)

Recognising the industry’s staffing crisis, we designed the user interface and experience for a dedicated career portal addressing key recruitment challenges. Working with our web development partner, we created an intuitive job listing interface showcasing available positions across all three locations, with user-friendly application flow and mobile-optimised design. The career section prominently featured the BEST values framework, helping potential employees understand CoActive Care’s culture before applying; crucial for retention in a high-turnover industry.

Results: Brand growth and multi-site success

Business transformation

• Single care home evolved into a three-location regional leader
• Flexible brand system successfully supported expansion without losing identity
• Professional digital presence attracted ideal families across all locations
• Comprehensive career portal addressed critical staffing challenges

Values communication and compliance

• CQC compliance enhancement through comprehensive visual documentation providing clear evidence of organisational culture for assessors
• Family engagement improvement through clear visual communication helping families immediately understand CoActive Care’s difference
• Staff culture consistency with visual values framework ensuring consistent messaging across all three locations

Recruitment and staffing impact

• Improved candidate quality through values-driven messaging attracting applicants aligned with CoActive Care’s culture
• Reduced recruitment costs via streamlined application process decreasing administrative burden
• Enhanced employer brand positioning CoActive Care as an employer of choice
• Decreased turnover through better cultural fit from values-based recruitment

Market positioning achievement

Professional, systematic approach positioned CoActive Care as the premium choice for discerning families while establishing them as a desirable employer in a challenging recruitment market. The five-year partnership transformed Jason’s ambitious vision into market reality, creating both the foundation for growth and tools to maintain excellence at scale.

This multi-year transformation demonstrates the value of strategic brand foundations for growing care providers. Similar long-term partnerships define our approach, like our work as a trusted health tech marketing partner for a medicines optimisation leader, where seven years of collaboration has helped strengthen their position as a UK market leader serving thousands of NHS clinicians daily.

Key takeaways for healthcare marketers

This transformation demonstrates how strategic brand and digital development creates lasting business value for care providers:

Foundation benefits

Scalable visual identity that grows with your business, professional presence attracting ideal families and staff, brand independence through comprehensive guidelines, and regulatory support through professional documentation design.

Operational solutions

Cultural consistency tools maintaining standards across multiple locations, recruitment advantage through digital tools addressing staffing challenges, and compliance assurance meeting evolving regulatory requirements.

Market position

Distinctive identity commanding market leadership, professional career portal attracting quality candidates, and comprehensive digital presence differentiating from competitors.