Creating an inclusive brand for a national care provider

Bringing together

a community of 6 care and community brands.

Helping users

seamlessly search for 64 supported living locations. 


a commitment to care, where every moment matters.


Working with a national provider of care and support that make every moment matter.

Discovery audit
Branding guidelines
Tone of voice 
Brand assets
Search & location finder 
Website design
Website development & build
Ongoing support

The challenge 

Over the years, Swanton Care has substantially grown, adding new acquisitions to their portfolio, which has helped expand their offering and locations of care and support nationwide. However, this left the branding feeling disjointed, inconsistent and outdated, they needed help unifying the different groups, without losing the Swanton name and brand values.


Modernising a much loved brand 

Swanton Care needed a brand direction that was cohesive, passionate, personal, inclusive and modern. Starting with the typeface and logo, we modernised these adding the subtle curvature of the font to help the brand feel softer and more supportive, alongside the introduction of the hands, which can be found in a few of the sub-brands too. 

In order to maintain some familiarity, we kept the purple and green brand colours that are positively recognised as belonging to the much loved Swanton Care brand.


Creating an inclusive digital experience 

Their old website didn’t reflect their values and vision, or the breadth of personal care knowledge and services. We designed and developed the new website with user experience at the heart. When visiting the website, users can easily navigate the services and support they need, as well as read personal stories and news updates. With the introduction of various languages and accessibility tools, the website is inclusive for every type of user. 

We also designed and developed the website to include an in depth search function and map, which includes 64 different locations of care homes and services they provide, all optimised for search.



Empowering the Swanton community 

We created brand guidelines, including tone of voice, and provided assets for the internal team to ensure consistency across the group. Their new and improved online branding supports those in need of Swanton’s care services and helps them or their loved ones quickly and easily find the right care.



“Thanks to Rawww for all your hard work, the website and logos have been so well received. We hadn’t realised the scale of the impact the new look would have on people, especially as it brings everyone equally under 1 umbrella.”

– Regional Director (North East) and Registered Manager, Swanton Care