Where care meets clarity:
Finding a confident voice in a crowd

Ochre Care

Sector
Social Care, Healthcare

Services
Brand Identity, Collateral, Advertising, Signage, Website

Challenge

Riccall Care wanted to reimagine their organisation as Ochre Care. This was not simply a name change, it was a fundamental shift in how the organisation presented its values to the world and the families they support. The new brand would honour the past, resonate in the present, and pave the way for a confident, values-driven future. It would offer peace of mind, clarity, and compassion in a sector that can feel impersonal and clinical.

Context

Riccall Care were entering a pivotal moment in their journey. As a long-established, family-run care provider with two homes in North Yorkshire – Abbey Lea and Westwood – they were preparing for a generational transition while navigating a sector that too often lacks warmth, clarity, and true differentiation.

Solution

Our process began, as always, by listening. We spent time with the leadership team, the wider family, and key staff to understand the essence of the care they provide and the vision they hold. The truth at the heart of the organisation was that real care is personal, consistent, and rooted in human connection.

This knowledge allowed us to develop a strategic brand platform centred around the idea of Care with Compassion. This phrase wasn’t created in isolation. It emerged from conversations, observations, and an understanding of the work Ochre Care does every day. It became the anchor for every creative decision that followed.

Visually, we drew inspiration from the earthy richness of ochre with a palette that’s warm, grounded, and soothing — a quiet departure from the sterile and corporate feel often found in the care sector. Typography, imagery, and tone of voice were all carefully chosen to communicate trust, warmth, and quiet confidence. The brand identity was rolled out across print collateral, signage, advertising and digital channels including a fully redeveloped website. Every touchpoint was designed to ensure consistency and clarity, helping families feel secure and supported from the very first interaction.

Collaboration was essential throughout this process. We worked closely with the family, ensuring that every voice was heard and every concern addressed. The rebrand was especially sensitive given the transition of leadership within the family business. We took great care to balance legacy with innovation, making sure the brand felt authentic to those who had built it while equipping the next generation with the tools they needed to grow and evolve.

“United by Design’s exceptional ability to understand and interpret our ideas has truly brought our company's vision to life.”

Helen Thompson, Managing Director

Result

The new identity has brought coherence and confidence to every aspect of the business. For prospective residents and their families, the brand communicates safety, compassion, and genuine care. For staff, it reinforces pride and belonging. And for leadership, it provides a strong foundation for future growth, investment, and continued excellence in care.

Thank you

We remain deeply grateful to the team at Ochre Care for trusting us with such an important transformation. As Helen Thompson, Managing Director, shared, this was a process marked by trust, openness, and shared ambition. It is partnerships like these, built on unity, honesty, and mutual respect, that remind us why we do what we do. We look forward to seeing where Ochre Care goes next and are proud to have played a part in shaping their next chapter.