Hallmark Luxury Care Homes, the family-owned group of 22 care homes in England and Wales, relaunches with an all-new brand positioning and identity created by The Corner London.

The work sees a complete overhaul of Hallmark’s brand strategy, tone of voice, visual identity and communications across all touch points including website, press, social and branding within the homes. The decision of moving into a care home is charged with negative emotion and the feeling of finality. This is often perpetuated by the care home category, surrounded by the stigma of ‘God’s waiting room’, either painting a picture of sad, frail, older people who are ‘in need’, or unrealistic, overtly happy residents defying age.

Fighting against the well-established stigmas of what life in care homes is like, Hallmark has modernised its branding and communications and
revealed the new brand platform ‘For Every Moment’, positioning itself as the care home that enables residents and their families to thrive in later life.

Christian Poole, Sales & Marketing Director, Hallmark Luxury Care Homes said: “I’m really proud of what we have achieved. The new branding squarely places our positioning at the heart of its design and is the first of many steps we’ll be taking to further build on the equity of the Hallmark brand.”

Tom Ewart, Chief Creative Officer and Founding Partner, The Corner, said: “Hallmark wanted to be the authentic care home brand. Acknowledging the difficulties, whilst still celebrating the joy of old age. “Every moment’ is about new beginnings, however small; hobbies, friendships, experiences, and having a more honest, open conversation with people about this difficult stage of life.”