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A Fresh Look for Choice Care
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A Fresh Look for Choice Care

DATE: 10.01.2020

A great deal has changed since I started at Choice Care nearly two decades ago. The organisation has grown beyond my expectations. We’ve opened many more homes, greatly expanded our supported living services, introduced a range of pioneering new approaches and welcomed a host of exceptional people. Today, Choice Care is one of the UK’s leading care providers for people with learning disabilities, autism, mental health conditions and complex needs. We are at the forefront of national best practice, with an outstanding reputation and amongst the highest CQC ratings of any comparable organisation in the country.

But inevitably, with so much transformation to manage, some parts of the Choice Care experience haven’t always kept pace. In particular, the way we present and talk about ourselves. That’s why we felt it was time to take a fresh look at our brand. 

The most obvious changes are our new logo and brand colours. But behind this, a great deal of work has also gone into how we describe the organisation, our purpose and the support we provide. We’ve spoken to all our stakeholders – colleagues, care professionals, commissioners, relatives and the people we support – with the goal of telling our story more effectively, bringing to life our unique culture and personality, and sharing the remarkable outcomes we see across our services. Over the coming months, you’ll see this new approach in all our communications.

Why just Choice Care? Well, it’s simpler for a start. We introduced the Group name as we grew and acquired a number of care businesses. But we’ve since consolidated under a single, consistent brand. Choice Care is what we call ourselves and how others know us. Although to avoid an IT meltdown, we’re keeping Choice Care Group in our email and web addresses.

And why green? Our new colours feel bright and vibrant. Green is the colour of life, renewal and energy. It signifies health, safety, compassion and hope, which makes it the perfect colour to represent our work.

Our New Website

One of the first places you’ll see the new brand is on this new website. The new site is a big step forward and provides a complete picture of who we are and what we do. There’s also some fantastic new photography. If you’ve visited us online before, you’ll notice quite a change. I hope you’ll take the time to have a look around. You’ll find information about every aspect of our organisation:

Choice Care Careers 

As well as the website, we’ll shortly be launching a new recruitment portal. Choice Care Careers will make it much easier to find out about working with us, discover our current job vacancies and register and apply for them online. I hope it will encourage more people, from school-leavers to those looking for a change of direction, to consider what I’ve found to be a hugely rewarding career in care.

Evolution Not Revolution

What other changes will you notice? Not too many I hope. The new identity and website mark an exciting new chapter in the growth and success of our organisation. And of course, we’ll aim to keep improving our services and the support we provide. But I’d really like to promise you more of the same. The same values, the same culture, the same respectful, person-centred approach to specialist care. And above all, the same wholehearted commitment to helping everyone we support to live safe, happy and meaningful lives, whatever their challenges, able to progress at their own pace towards a more independent future.

If you have any questions or comments about our new look or our website, they’d be very welcome. You can get in touch at enquiries@choicecaregroup.com or contact me direct on LinkedIn. I look forward to hearing from you.


Edwina Johnston
Chief Executive

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