Integrator Case study
Abbeyfield: Proving the Power of Marketing
Part of a national charity, Abbeyfield Bristol & Keynsham’s four retirement homes offered the perfect mix of independence and support. But their marketing wasn’t working – and they’d lost faith it ever could. We went back to basics to restore that faith.
The challenge: Lots of effort. Little return.
Abbeyfield were struggling with their marketing. They’d tried hiring a marketer, but the job was too big for one person. They’d tried bringing in a strategic agency, but didn’t have the resource to deliver. They’d tried commissioning a new website, but a year later the designs still weren’t right. It was starting to feel like a losing battle.
The solution: Fractional design support
Having already commissioned an expensive marketing strategy and a new marketing manager starting soon, Abbeyfield Bristol & Keynsham CEO Adam Rees recognised a skill gap in implementation. Sometimes, our Integrator can be as simple as delivering flexible, fractional skills to cover your blind spots.
STEP 1.
Building a brand that's consistent and recognisable
Abbeyfield Bristol & Keynsham’s governing body, The Abbeyfield Society, had recently issued an updated logo and colour palette. However, detailed brand guidance was limited. Our first step was to take this national identity and evolve it into a local brand that truly reflects the character and warmth of their homes.
Our approach killed two birds with one stone – Abbeyfield needed a new brochure to show off their beautiful homes, so creating that became our first piece of work. It gave us a practical opportunity to test and refine the emerging visual identity in a real-world format, allowing us to define a style that felt warm, trustworthy, and rooted in the everyday experience of life at Abbeyfield. This brochure became more than just a marketing tool — it set the tone for how all future materials should look and feel, grounding national assets in a local, human context.
STEP 2.
High impact collateral and ongoing support
With the brand foundations in place, we’re now there for day-to-day support. We provide all Abbeyfield’s marketing collateral, social media content and web development.
STEP 3.
A new high impact conversion focused website
When it came to the website, we started from scratch. We worked fast to create a
results-focused site that really connected to Abbeyfield’s key audiences. Abbeyfield decided to commission this website separately, by adding on our Accelerator Service. Having the two services running concurrently meant they could gain a new website without losing time or focus on that all-important marketing collateral.
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