Holywell Care Group

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The challenge

A team that had grown and sites that had expanded quickly had left people, homes, and services feeling disengaged and disconnected – this meant we needed to give both brand and people direction. Fortunately, Holywell Care Group proved to be a very special place from the moment we met with the Directors, Bob and Sabe. We just needed to harness their energy and passion for the industry and their teams, to show people what made this place unique – and shout about the genuine kindness and care that came from every single person in the business (with beautifully branded assets to boot!)

The approach

Together, with the Directors and Senior Management team, we defined Holywell’s purpose and values to capture the hard work and commitment of people who instilled kindness into every part of the business.

“Everything we do, we do with kindness.”

We used this purpose as the rallying call behind everything we produced – whilst updating all assets and documents to feel consistent with the brand refresh. This involved new websites for adult and children’s services, handbooks, collateral, merchandise, and workshops with the leadership team to help them bring the values to life in their everyday – and outline the behaviours they want to encourage.

We took over the management of Holywell’s social channels, including personal, heartfelt updates from staff and residents – including testimonials, staff celebrations, and boosting engagement and increasing awareness of their homes and services.

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The result

A consistent, cohesive brand look and feel that reflects the vibrancy, passion and diversity of their teams. A website that shows their unique brand personality – and explains why they do what they do.

A set of values that the teams can relate to and are now lived throughout the business, with staff reviews and appraisals based on the linked behaviours. Different homes and services communicate with each other again – joining each other to agree on the next steps for the business, or even just to celebrate special occasions.

Holywell have most recently been accredited with the Investors in People Silver Award. Their team has continued to grow and grow, due to the raising of their profile and boosting awareness. Through our efforts, we have helped them to engage their teams and attract like-minded people who understand the importance of their purpose – to be kind and make a difference.

“It was a pleasure to have MuddyWellies’ support in uncovering our purpose, building our values and behaviours, and injecting them into our internal and external comms. Their ideas have been of great value and we have learned to celebrate our strengths and successes in the difficult field of Social Care. MuddyWellies have been so effective and fun to work with – and we thank them for helping to lift Holywell’s profile. Our work has not finished; it’s just started!”

Sabe Connor, Director

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