Care REIT – a name change and brand rollout
A name change and rebrand that is accessible, cohesive and aligned.
“Lyons Bennett supported Care REIT on our successful rebrand and overseeing our annual reporting as a main market listed company. The team were fantastic to work with, they were creative, responsive and flexible throughout the projects. The service and products we received were first class and it was enjoyable to work with the team. It was great working with you guys and you all really punched above your weight. Thank you to the whole team.”
Killian Currey-Lewis, Investment Director
Care Trust REIT
The challenge:
We started working with Care REIT in 2023 – back when they were called Impact Healthcare REIT.
A rebrand is never easy, but taking a joined-up approach is key to bringing everyone on the journey.
This shift was more than a name change – it better reflected the company’s focus on investing in care home properties. At the same time, the company needed to comply with updated sustainability disclosure requirements.
Our approach:
We were able to support the Main Market company through a name change while revamping the brand, website, annual report, sustainability report, factsheet and internal collateral.
This partnership allowed us to collaborate on a far-reaching rebrand – while at the same time complying with updated UK sustainability regulations. Together, we took the opportunity to review, revamp and align all elements of the communication suite.
The logo now communicates partnerships and care home investment. We modernised the colours with a gradation, improving legibility and giving a more sophisticated look and feel, while retaining a sense of movement.
The website has well-defined navigation with a bold explainer on the name change, embracing transparency.
We took an innovative approach for the annual report, doing away with text-heavy statements and instead expanding the visual investment case to showcase the market potential, strategy and ESG approach. Materiality and strategic relevance drove the annual report’s structure, which demoted compliance statements to the appendix – an audience-focused approach.
We also aligned all internal collateral, including email templates and animations for social media.
The outcome:
The new brand is timeless, while being accessible, cohesive and aligned.
The audience-focused approach has paid off with a host of industry awards recognition.
Care REIT represents a case study in being bold and embracing change and innovation in corporate reporting.