Rotherwood Healthcare is a UK-based care home group with over 400 staff and an annual turnover exceeding £15 million. Over the past 10+ years, I’ve worked closely with the leadership team to shape the company’s brand, communications, and digital infrastructure as it’s grown and evolved.

I began by creating a full brand identity system that could scale across multiple care homes—each requiring its own sub-brand. Working with the C-suite, I developed a 70-page brand book to ensure consistency across all touchpoints: signage, interiors, printed materials, uniforms, vehicle livery, and more.

My print design work has included everything from brochures, flyers, and letterheads to advertising for publications like The Hereford Times and The Lady. I’ve also led the design of signage and wayfinding for each home, as well as branded interior graphics and custom installations at the head office.

To support business development, I designed a customer-facing website optimised for lead generation. This included clear messaging, location-specific landing pages, and strong calls to action to drive enquiries. Alongside it, I developed a staff intranet system that receives those leads, assigns follow-up tasks, tracks progress, and keeps occupancy targets in focus.