Making Argante’s branding a touch better
Argante Care is a family run healthcare staffing specialist based in Swindon and covers care homes across Wiltshire. They care deeply about the standard of care they offer. They take time train and place the right people, and offer a more personal service than their competitors (many of whom are large, national agencies).
I created the positioning ‘A touch better’ with the aim of engaging clients, prospects, current staff and future staff in equal measure. The wording reflects Argante’s friendly and professional-yet-humble personality. (Their service is excellent, but being big-headed about it would not be in their nature and could be off-putting.) This confident-but-softly-spoken tone of voice was carried through into the brochure and website copy.
Argante’s exising colour palette was retained but made to work harder than in their old materials, which were predominantly white. In the absence of a budget for a photo shoot, a range of stock images of healthcare staff and the people they care for was used. Key to the selection of these images was their portrayal of personal interaction and caring through touch. The photos were used as black-grey duotones to bring them together as a set and ensure they didn’t overpower the written content.