Giving Lovett Care a new lease of life: Bringing 28 care homes under one brand
A brand that reflects the care behind it
Lovett Care Group is a UK-based care home operator providing residential, nursing, dementia and respite care across England and Wales. Following their 2024 acquisition of New Care, the business had grown to 28 homes and more than 1,800 beds.
With two legacy identities still in circulation, the business needed to unify under one name, one vision, one voice, and one visual system.
Beyond this operational need was a deeper creative opportunity: to shift perceptions of care homes from clinical and impersonal, to warm, human places where elders can live their best years.
Finding direction
This was our chance to help redefine what care should feel like. From day one, our focus was on building a brand that would resonate emotionally with residents, care teams and the families placing their trust in them.
Lovett had already developed a clear strategy, with a refreshed purpose, mission and values. Our role was to take that thinking and translate it into something people could see, feel and use.
We started with a workshop at Lovett HQ to understand the direction they were heading in and the kind of brand experience they wanted to create. The immediate goal was to shape a design system that could scale across the organisation, while staying authentic and human.
Developing the identity
With the direction agreed, our design team began translating it into a complete brand identity. Through concepting and moodboards, we tested different routes across photography, logo, colour, typography and layout.
One approach stood out. It put real people at the centre, with photography and film as the main brand carriers. In care, lived experience says more than decorative design ever can. A look. A gesture. A shared moment. We built a visual system to honour those truths and give them the space to be seen and felt.
Around this, we developed the supporting identity. A new logo formed from five human figures in a circular embrace symbolises care and connection. A palette of navy, burgundy and soft cream was chosen to bring warmth and reassurance. Typography to balance clarity with character, and a tone of voice that was direct, human and compassionate.
Capturing care in real moments
With the design system in place, we planned a two-day shoot across Eden and Adel Manor to bring the brand to life through film and photography. Our team led the creative direction, filming and photography, from shot planning through to final delivery.
We focused on genuine moments between residents, families and care teams. A shared laugh. A familiar routine. The everyday interactions that show what good care really looks like.
To support future storytelling, we also developed a practical set of production guidelines. These would help the internal team continue capturing content that stays true to the brand.
Rolling-out the creative
With the identity now established, we began applying it across a vast range of brand materials. That included brochures, welcome packs, internal communications, signage, digital templates and more.
As a core part of this roll-out, we also designed and built the new Lovett Care website. This brings the brand to life in a digital space and helps connect families, residents and teams with clarity and warmth. More on that soon, keep an eye out. 👀
Finally, to support consistency as the brand continues to grow, we created a comprehensive set of guidelines. These bring together the creative direction, core principles and practical examples into one accessible toolkit, giving internal teams the confidence to apply the brand with care.
Engage helped us build a brand that truly reflects who we are. One that celebrates and honours the voices of our residents, families and teams, and brings warmth, connection and lived experience to the forefront of everything we do.
Aileen Baker, Lovett Care
Marketing Director
The impact
This was a large-scale brand transformation, grounded in real stories, shaped by everyday care, and made to feel emotionally truthful at every touchpoint.
The new identity is now in place across homes, channels and teams. It gives Lovett a clearer way to communicate who they are, what they stand for and how they care. It supports frontline teams by making content easier to create, and helps families feel more informed, connected and reassured.
It’s not a rebrand that hides behind language or design. It’s one that reflects lived experience with warmth, respect and dignity. One that is designed to grow with the organisation, adapt to new homes, and remain useful for years to come.