Health Care & Biotech
About Your Company
We are a business operating in South-East England offering residential services to adults with learning difficultes. It's a massively underfunded area but our business has begun to set itself apart from the usual 'care services' model and are striving to offer something different. Our misson and values state that we will support people to live the life they choose. A life unlimited. For many, this means building a happy, high quality life of real value, in which potential is fulfilled and ambitions achieved. We enable this by employing the best people to deliver outstanding, person-led support, focusing on the development of the skills and attributes people require to live as independently as possible. Our approach is brave and passionate, and we work as a team, with unity of purpose and total commitment. The current business name 'Ashcroft' feels very safe. It brings to mind an old people's home, a winding country road, a settled and settling kind of life. It's gentle, homely and non-descript. It doesn't align with the brand values at all - our brand is challenging the status quo, it's moving people forward (if they want it). It's not just enabling but expecting people to live their best life. To offer them every opportunity. This philosophy is lived and breathed by every level across the company and comes direct from the Chairman.
The new business name needs to have vast crossover appeal. Our audience could be: a 50 year old man with autism who is supported with his day-to-day living. He's intelligent and creative but struggles to communicate. Or the middle class parents (a lawyer and a doctor) who have a 20 year old daughter with Downs Syndrome and have chosen residential care for her. They have high expecations of us as a business (professional, accredited, progressive) whilst also displaying all the usual attributes you might find in a care environment such as caring, kind, supportive, friendly. Or it might be a highly skilled and educated person looking for a job outside the corporate rat race in support functions like HR or Marketing who would be attracted to local company with ambition. Or it might be our peers and colleagues- working within the enormous and underfunded care sector. We want to stand out from the crowd. We have a different view - we don't want an infantalised corporate image just because we work with people with learning difficulties. We work with adults and want a design led and progressive image.
Our closest 'competitor' who does a similar thing to us
Creative should NOT use
Don't infantalise us
We are after a business name that is progressive. We want a name that shouts 'purpose'. It's an action name - we believe in what we are doing and know we're doing it the best. We are a cooperative organisation. There are no limits to what we expect from our staff and the people we support. We are an enabler. We have real trust and respect from the people who work with us. We employ the best people to do the job but the decision is confirmed based on someone's empathy and respect.
Top 3 Things
No limits, life with purpose, fulfilling your potential
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