More means less

We made ExtraCare simpler to understand…

ExtraCare is a charitable trust that builds ground-breaking retirement villages. A retail network of 65 shops play a vital role in generating funds. Unfortunately the quality of donations was declining and so was income.

With anonymous shops, it wasn’t clear what the charity raised money for. We needed to make ExtraCare more visible and relevant to drive donations and boost sales.

A new brand platform was developed that utilised research undertaken by Aston University that showed that ExtraCare villagers had less depressive symptoms, were healthier and ultimately cost the NHS less.

We redesigned the store environment with bold, bright new POS and provided a merchandising toolbox to allow the shop manager flexibility.

The new approach has to date seen a year-on-year sales uplift of 19.8% within 2 weeks of launch.