Autonomy are a specialist care provider delivering residential and domiciliary care to both adults and children. They specialise in caring for people with learning disabilities or challenging behaviours and have established a well-regarded and expert team. When they approached us, their branding incorporated two separate company names with separate identities and the structure of their organisation was difficult to identify.
To present a consistent, contemporary brand and to demonstrate a clearly defined organisational structure, taking away any confusion or misconception created by the presence of the two separate names.
Previously the names Exalon and Autonomy were used separately for various parts of the business. We retired the Exalon name and developed a new structure using just Autonomy. We then constructed a series of divisions within this group. We created an entirely new and contemporary corporate identity with a fresh, understated colour palette and typography. A photo shoot was commissioned to capture the essence of Autonomy’s work focusing on care in the real world. In addition to brand development, we created a completely new website which includes a recruitment section, a suite of printed material including stationery and brochures, plus building signage and staff uniforms.
We also developed a campaign to launch the new identity to their core audiences as it was important that the existing brand equity was migrated to the new brand.
By creating a clearly defined structure, it’s now much easier for Autonomy’s audience to understand the extent, specialisms and capabilities of the group. And by developing a new look and feel, Autonomy Group now looks fresh and contemporary. The new website and literature provide detailed insights into the services delivered and really captures the essence of the expert care provided by the team.