We started by conducting a compact yet comprehensive research phase, engaging representatives from across Expect’s stakeholder groups: staff, suppliers, funders, trustees, beneficiaries and their families.

The research revealed that the organisation’s brand messaging was unclear and inconsistent. Stakeholders struggled to articulate what Expect stood for – its purpose, values, and approach. Despite delivering highly personalised, person-centred care, the organisation was failing to communicate this clearly. It was, in many ways, hiding its light under a bushel.

There was confusion even around the name – three different versions were in use – and the visual identity felt outdated and misaligned with the forward-thinking, compassionate work the organisation actually delivered.

We developed a new brand positioning strategy rooted in insights from staff and service users. The strategy was built around values that connected directly with day-to-day practice, bringing meaning and relevance to everyone involved. We resolved the naming inconsistency and introduced a new strapline that brought clarity and emotion to the brand: Expect – Live your best life.

From this strategic foundation, we created a vibrant new brand identity. At its heart sits a brandmark reminiscent of a butterfly – a joyful icon representing the freedom and independence Expect helps individuals achieve. The bold and modern colour palette reinforces the organisation’s contemporary approach while reflecting its warmth and care.