One of Scotland’s major providers of residential, nursing and specialist care is refreshing its branding and introducing a new name.
After being known as Balhousie Care Group for the past 30 years, the care operator is now renaming as ‘BCG’, a shortened form of the previous name. This comes after the company was purchased by international healthcare business AcalisCare in 2022.
The transition process will happen gradually, beginning with announcing the new name, logo and brand values, and will be followed by the launch of a new website in the summer and, finally, larger aspects including signage.
The project took inspiration from across the company: from staff working across BCG’s 24 care homes, along with residents and their families, all of whom were asked their opinions on the direction of the rebrand through a survey.
Karen Johnson, managing director of BCG, said: “Care is at the very heart of everything we do at BCG and, as we emerge into a new chapter, we feel it is important to re-establish our identity by developing a refreshed warm brand with our team.
“Part of this is collaborating on new values to proclaim exactly who we are: to directly connect with, and reflect, the care we provide and to which we are committed every day.
“Our care homes are where our residents call home – where they feel safe, warm and looked after, with great care and love. We are so delighted to be able to show the meaning of ‘home’ through the refreshing of our brand.”
Lieven Baten, chairman of BCG, added: “Since Balhousie Care Group was founded 30 years ago, the care sector has constantly evolved.
“The world has changed too, particularly since 2020, and as we all look to the future our brand refresh is an opportunity to embrace a new chapter and to redefine our commitment to providing quality care for all our residents.”
