Care Rights UK

Supporting people navigating the UK care system — and fighting for change at the highest level.

We partnered on

Complete rebrand including renaming, brand strategy, visual identity, and digital design.

Visual Brand includes

  • Logo design

  • Brand guidelines

  • Colour palette

  • Typography system

  • Illustrations

  • Social media templates

  • Stationery suite

  • Report layouts

  • T-shirt graphics

  • Event banners

Verbal Brand includes

  • Brand tone of voice

  • Messaging strategy

Digital Design includes

  • Mobile & web UI design

Mobile UI Design

Homepage

Clear visual hierarchy and large, accessible typography ensure easy readability for all users, including older adults and carers accessing the site via mobile.

Menu

A simple, uncluttered menu makes it easy to navigate key support areas, even on smaller screens.

Content page

Responsive content layouts with strong contrast, generous spacing, and a clear typographic rhythm support long-form reading on mobile.

THE CHALLENGE

Formerly known as the Relatives & Residents Association (R&RA), Care Rights UK needed a clearer offer of support and a stronger platform for campaigning. The organisation supports people facing poor care experiences, helping them understand their rights, navigate the system, and feel less alone. With the care system in crisis, and landmark campaigns like Gloria’s Law gaining momentum, the charity needed a new name, identity, and digital presence to match its ambition.

THE SOLUTION

We worked closely with the Care Rights UK team to create a calm, reassuring, and confident brand — one that provides clarity and comfort to those seeking support while also empowering the charity’s campaigning voice.

We developed a warm and engaging visual language using a soft, uplifting palette and hand-drawn illustrations, ensuring the brand could flex from one-to-one support through to national advocacy. The new site was designed mobile-first to ensure accessibility, and structured to provide information quickly and clearly for users in moments of crisis.

With a bold new identity and mobile-first website, Care Rights UK now has a platform that supports its vision — championing the rights of people in care and those who love them.

Our team

Elizabeth Elcoate - Visual Design Lead & Brand Strategist

Mike Williams from Civic - Project Lead, Brand Strategist, Writer