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Bield Housing & Care

Bield Housing & Care unveil new positioning and marketing strategy with Story


By The Drum Team, Editorial

March 13, 2012 | 2 min read

Bield Housing & Care has unveiled a new brand positioning, logo, promotional literature and website redesign by Story.

The new “Free to Be” positioning for the provider of housing, care and support for the over 60s aims to reflect the values of the organisation and its mission to “improve the quality of life of older people by offering a diverse range of housing, care and other services”.

Jim Kelly, deputy managing director and head of planning at Story, said: “We wanted to create a strong, emotive identity that would stand out amongst the competition and reflect Bield’s position as a truly authoritative voice on older people’s issues in a sector that needs more of these genuine champions.”

The creative centres on individuals’ stories: past achievements that make them proud and things that they are still looking forward to doing.

Alister McDonald, Bield depute chief executive, added: “Story has sympathetically communicated our message that we represent independent choice for older people. They quickly understood our offering and what we wanted to achieve and have delivered an engaging, empathetic brand positioning and marketing strategy that gets to the heart and soul of what we stand for, as well as standing in us good stead for our future objectives.”

Bield Housing & Care

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