Established in 1994 Eden Futures provides high-quality, person-centred care and enablement for people with learning disabilities, autism, mental ill health and associated complex needs.
Although well-respected as a business, Eden had become increasingly aware of the need to tell a more compelling and engaging story in order to differentiate themselves in what is a particularly competitive sector. We were tasked with helping them improve the visibility and perception of their business through a brand strategy, brand identity and brand experience programme.
Following a rigorous research phase, we agreed on the narrative for their manifesto and captured the essence of the brand with a proposition of “care more”. We felt this was not only a statement of intent for the business as a whole, but it was also an expectation of all their staff and an invitation to potential clients.
The connected ‘e’ flower logo is a metaphor for the way Eden nurtures and nourishes their service users until they grow and blossom into people who are capable of leading fulfilling, independent lives. The ‘bouquet’ is also suggestive of the teamwork that is vital to their business and to the garden of Eden – without being overtly biblical!
Bright new photography of happy service users and colourful flowers was brought together with a distinctive graphic vine framework that provides a cohesive system across all touch-points. This was then rolled-out across all applications, from the website and literature guidelines to stationery and signage – all ensuring a seamless brand experience.
What we did
Brand strategy / Brand identity / Brand communications: Website / Stationery / Presentation design / Brochures / Signage / Art direction / Photography
“The Joneses proved to be an outstanding partner in delivering not just a logo, but a brand that has supporting imagery, a back story, and most importantly, buy-in and belief from everyone in the team.”Andrew Lennox – CEO