CFG are a new organisation that ensures people are better informed about the complex and costly business of paying for care in old age. Our challenge at Creative Heads was to create a brand that was friendly and empathic and to present guidance in a format that would bring simplicity, reassurance and understanding at an often-difficult time.
We learned that although care funding seems at first a bewildering topic, there are really only 6 ways of paying for care in old age; three that would mean selling your house and the other 3 keeping it. It was decided to use an illustrative approach with central character, accompanied by a determined dog who guide the reader though the care funding options in a narrative journey.
This journey sees him first at a confusing crossroads and then faced with 6 doors before he finds the key to the right door. It’s a simple but effective narrative that worked so well that we used it in the brochure, the web and for event invites.
Owain Wright – Managing Director