Hallmark Luxury Care Homes new brand identity pushes back against stigmas

Hallmark Luxury Care Homes partnered with creative agency The Corner to launch its new brand identity that emphasises thriving in later life.

English and Welsh luxury care home provider Hallmark looked to break from the grim stigmas of ageing with the new brand identity ‘For Every Moment’, crafted by London-based creative agency The Corner. 

The family-owned care home company sought to modernise senior living with a new brand strategy, tone of voice, visual identity and communications across all touchpoints, as well as in the homes. 

The updated floral colour palette, rounded typeface, playful icons and moment-capturing photography are meant to contribute to the idea of thriving through ageing, which The Corner’s chief creative officer and founding partner, Tom Ewart, looked to centre. 

He says, “’For Every moment’ is about new beginnings, however small; hobbies, friendships, experiences, and having a more honest, open conversation with people about this difficult stage of life.”