Leading non-profit care home provider Greensleeves Care has refreshed its brand to further support families and residents in their care journey.
With a refined brand proposition of “helping people feel good about care”, the refresh further positions Greensleeves Care as a trusted guide for families seeking clarity, comfort, and confidence during the decision-making process.
In a competitive care market, where families often approach decisions with trepidation and confusion, Greensleeves Care has identified an opportunity to stand out by addressing these needs head-on. Based on extensive feedback from families, team members and sector experts, the brand refresh aims to amplify Greensleeves Care’s distinctive qualities of empathy, guidance, and warmth.
Paul, Chief Executive of Greensleeves Care, shared:
“Headlines have long focused on the challenges in care. We believe in the incredible humanity, hope, and light within it – and that it’s time to embrace that.
“As we listened to families and our staff, it became clear that people not only want quality care, but they also want the chance to feel good about those all-important decisions. Our refresh reflects this promise: we’re here to ease journeys, build confidence, and make care decisions that bit easier.
“I want to thank everyone who has contributed to this evolution—we’re ready to meet the future of care with a renewed purpose.”
The organisation, which operates a family of 28 care homes across England, has long delivered on its promise of helping people feel good about care, grounded in its not-for-profit model that reinvests every penny into enhancing care and resources. Signature offerings like the Home for Life funding assurance provide vital support for residents facing financial hardship and give families peace of mind. In addition, recent award-nominated outreach campaigns reflect this commitment, helping families understand care options early to avoid crisis-driven decisions.
Key updates to the brand include a modernised logo and a new design element inspired by the organisation’s heritage that symbolises continuity and trust. Updated brand colours now emphasise greens and yellows, creating a warm and inviting look, while revised photography puts people and their experiences at the forefront.
The new brand identity will be gradually introduced across all touchpoints, including the website, social media, and physical materials, ensuring that every interaction reflects Greensleeves Care’s promise to help everyone who gets in contact feel positive, reassured, and supported in their care journey.
Resident walking supported by carer Viera