Home care charity unveils new identity

Health and social care charity Community Integrated Care has announced its official rebranding and returned to using its full name, rather than ‘CIC Group'.

Community Integrated Care is one of the UK’s largest home care charities supporting almost 3,000 people with learning disabilities, mental health concerns, autism and age-related needs, such as dementia, across England and Scotland.

The rebrand follows on from the charity’s launch of a new five-year strategic plan in August 2013 that aims to make Community Integrated Care ‘the UK’s leading health and social care charity’ by 2018. The change in branding is to give the charity a more distinct and recognisable visual identity, as well as showcase the ambitious nature of the organisation.

The new brand identity was developed by the charity’s award winning in-house Communications and Marketing team, alongside Salford-based design agency Carbon Creative. As well as returning to the name of ‘Community Integrated Care’, the rebrand has introduced a new tagline for the organisation – ‘People Passion Potential’– three words that were identified by focus groups as expressing the unique characteristics of the charity.

Danielle Chan, communications and marketing manager for Community Integrated Care, says: “Our rebrand was an inclusive project, where we drew upon the insight and opinions of many people from all levels in our organisation.

"They told us that Community Integrated Care is set apart by its belief in potential of every person, the pride we have in our staff and the people we support, and our passionate and positive attitude; our new visual identity brings these characteristics to the fore.”

Celebrating its 25th anniversary this year, Community Integrated Care employs more than 5,000 staff and had a turnover of £93m in 2012.