Formerly Classic Caregivers, Classic LifeCare™ has a refreshed brand that equips them to take on the new realities of a changed homecare marketplace full of lower-end franchise operators and well-meaning people with business licenses.
The new name and tagline, Live in the Moments that Matter™, distinguish the company’s values and renew focus on what they do best – help clients live life on their own terms.
The new Classic logo is a tree of moments. The trunk and branches are their collective hand, helping moments to blossom. Big moments. Little moments. Moments of fun. Moments of grace.
Classic’s new website and promotional materials highlight the company’s 38 years of experience and their “We’re not the boss of you” philosophy. The site emphasizes the quality and qualifications of Classic’s staff, and sets out their services and areas of expertise.
“Tugboat has enabled our brand to show on the outside how we are on the inside,” explains John Sherwood, owner and chief executive of Classic LifeCare™. “Their branding process was very intentional and effective in defining our culture, both internally and externally. We’ve always been a great company and provided a great service – we just didn’t know how to explain it. Tugboat gave us our voice.”
The challenge for Classic LifeCare was how to inform their primary referral source – busy healthcare professionals – about the Vancouver home care company without overwhelming them. Solution: Moments Magazine, a compendium of Classic LifeCare philosophy, insights, brand, personality and positioning.
Named from the company’s tagline, Live in the Moments that Matter, this piece is a hybrid of Psychology Today and O, with a touch of Good Housekeeping.
While frank, Moments Magazine is not a clinical publication, nor is it full of images of seniors being spoon-fed. It’s an easy and compelling read for end-user clients to engage with. Moments is further utilized as a referral device for health care professionals to provide to family members seeking care solutions for their loved ones.
Classic promotional items on the other hand, have no mention of the company, no logo, no URL. Round Post-it pads, message pads and other items bear only the elements of the logo, the moment orbs depicted in the tree. This makes it easy for health care professionals to use the items without appearing to show favour for the company. Combined with deliveries of colourful M&M candies (moments, get it?) and other materials, there is no mistaking whose promotional items these are.