LiDoBranding Case Study

In March 2019, we were appointed by accomplished businessman, lifelong hotelier, philanthropist, and entrepreneur, Laurence Geller CBE, Chairman and Chief Executive Officer of Loveday & Co, the UK’s pioneer in tailored dementia care residential facilities. 

Our brief was to codify the company’s practices in the Loveday Chelsea Court Place residence and organise them into a brand operating system.  The aims were to engage management and frontline team members fully, manifest the Loveday brand promise in all areas and better enable the business to scale its unique way of doing things while sharing invaluable insights to the broader industry.

What we did

• Made a study of dementia and the senior living sector
• Interviewed every level and cross-section of the Chelsea Court Place team
• Listened to Family and Residential Member feedback
• Reviewed the rigorous Care Quality Commission (CQC) criteria for care
• Audited the Member and Family journey from initial enquiry to end of life care 

What we created with Loveday & Co

• Member and Family Persona’s
• The Member Journey 
• Brand Operating System (The Loveday Way)

The results

• An exceptionally engaged team and an ‘Above & Beyond’ culture that revolves around the Members and their Families
• Consistent brand representation 
• A growing reputation for excellence

The Loveday Way was validated in the recent CQC inspection, which resulted in an overall rating of ‘Outstanding’ reaching outstanding in 4 of the five categories for Loveday Chelsea Court Place. With the report stating:

“We received universally outstanding feedback about the home from people who lived there, relatives and professionals.”

www.lovedayandco.com