ACG

This moment matters

EVP

Creative

Design

Creating coherent EVP & brand to inspire the whole of the Active Care Group

Employee Experience

Context

Active Care Group experienced rapid growth by acquiring different care brands. While its mission to “provide the best care to the most vulnerable people in our society” was on track, the new businesses were a bit mismatched. The challenge was connecting everyone to this shared purpose. The goal for the employee value proposition and brand was to understand how employees truly felt, then create an inspiring, authentic visual identity to attract and engage talent using a clear, coherent visual strategy

Challenge

Our in-depth EVP research uncovered the workforce’s personality. What motivates them and what doesn’t. We always admire care providers for their empathy and skill in difficult roles. A key insight emerged – they “cherish each other.” So our creative campaign built on that with the theme “Moments that Matter.” The heart of their statement was “In ACG, the moments that matter, make us. Moments are real, they engage us, connect us, support us, uplift us and sometimes challenge us.”

Outcome

The results were striking. Illustrated scenes depict meaningful moments, from passing out (When a service user leaves) ceremonies to friendly chats over a cuppa. Real yet kind photography reinforced the style. Playful handwritten fonts hinted at the personal nature of the work. Throughout we integrated micro-moments to reinforce the ‘moments’ message. This enabled ACG to tell their story in a clear, coherent, empathetic and fun way that stands out from competitors.

Concepts

Once we’d gone through the in person research we found that ‘cherishing’ every moment was one of the main messages that resonated with the team. The concept moments that matter allowed the ACG to ask all their people what mattered to them and start celebrating. We sketched out hundreds of ideas to get a feel for how we could bring this to life.

UNIQUE, PERSONABLE AND REAL

Illustrating the moments

With the concept in place we set about crafting a unique, but heartfelt illustration style. The aim was to showcase the key moments and support the concept.

DOODLES, WITH MEANING

Micro-moments

At ACG, the moments that matter, make them. Moments are real, they engage, they connect, they support, they uplift and sometimes they challenge.

For us, they’re always unique. Cherishing these unique moments makes us who we are. By centring our value proposition on the daily interactions that make our people shine, we bring to life the EVP – The micro-moments are an extension of that and can be used across a range of media to support the brand story.