Overview
Industries
- Healthcare
Services
- Advertising ,
- Consultancy ,
- Strategic Planning ,
- Sustainability Reporting
Ashdale Care is Ireland’s leading provider of therapeutic residential care for young people who have experienced childhood trauma. With over 25 years of experience, Ashdale sought to refresh how it communicates its purpose, reflecting the compassion, expertise and commitment of its people.
The goal was to create a unified brand and online recruitment strategy that would:
- Celebrate the life-changing impact of therapeutic care
- Strengthen Ashdale’s identity as an employer of choice
- Deliver a consistent message across every channel and touchpoint
Our Approach
We developed a unifying creative platform that encapsulated Ashdale’s mission and the tangible difference its teams make every day. This idea, expressed through the concept of Rebuilding Lives, became a thread that connected Ashdale’s brand storytelling, recruitment communications and internal culture.
Rather than treating recruitment as a separate stream, the strategy placed people at the centre of Ashdale’s narrative. Every piece of communication reinforced the same message: through care, empathy, and teamwork, lives are rebuilt.
Creative Execution
The creative execution built on the Rebuilding Lives theme, introducing a visual system inspired by building blocks to express growth, stability and care.
To represent the young people in its care, Lego models and mini-figures they created were featured in brand materials and interior spaces, allowing them to be part of the story while maintaining privacy.
Employer brand and creative development were fully integrated, aligning recruitment and storytelling around genuine moments of laughter, progress and connection that show the fulfilment of working in therapeutic care.
Execution spanned multiple channels:
- A redesigned website with a dedicated careers hub and clear pathways for job seekers
- Video storytelling and social campaigns that captured the warmth and humanity of Ashdale’s teams
- Radio and print advertising built around real staff reflections and messages of purpose
- Environmental graphics and interior design that brought the ethos of sanctuary and belonging to Ashdale’s new HQ and training centre
The Impact
The integrated approach strengthened Ashdale’s reputation as an employer and delivered tangible results in recruitment and engagement.
2.2M+ impressions
2,200+ applications
115+ hires across all channels
18,000+ clicks
1,300+ new followers
Internally, the refreshed identity and redesigned HQ have fostered a renewed sense of pride and belonging, with the Lego Welcome Wall becoming a focal point for staff, visitors, and young people alike.
What the client said…
“At the start of 2024, we faced significant organisational change and needed support from a brand and marketing perspective to refresh Ashdale’s identity. Our new HQ and National Training Centre started as a bare shell, but we envisioned creating a warm and welcoming space for our teams, where our connection to the young people we care for and the values of the organisation would be reflected throughout the environment.
The design approach truly brought this vision to life through the thoughtful use of colour, graphics, furniture and posters, transforming the space completely.
There is now a sense of calm and sanctuary for our teams. The central feature is the Welcome Wall, where the use of Lego has become a focal point. It draws the attention of all visitors, especially the children we care for, who are naturally drawn to the child-friendly figures and vibrant colours.
As part of our integrated strategy, we also revamped our social media presence and redeveloped our website. The strategic use of video and photography has allowed us to communicate a cohesive message across all platforms, with a specific focus on attracting and retaining the best people. Recruitment has been highly successful since the
strategy’s implementation.”
