Mobility Bathing Solutions

the background

Mobility Bathing Solutions, under its umbrella, encompasses three distinct brands – Premier Care in Bathing, Bathing Solutions, and Mobility Plus – each serving the same market of elderly and people with mobility issues but positioned at different levels of the market. Premier Care in Bathing is seen as the upmarket choice, Bathing Solutions occupies the mid-range, and Mobility Plus is recognised as the economy option. Despite their market segmentation, all three brands were facing a common challenge.

Our services

Design studio

How we helped

Graphic design

The challenge

With the transition into a single entity under the Mobility Bathing Group, maintaining distinct brand identities became a priority. This was particularly challenging given that each brand was using identical, outdated product imagery sourced directly from manufacturers. This imagery failed to meet the specific needs of their target demographics or reflect the exclusive product offerings of each brand. The group needed a solution to differentiate each brand through marketing materials and sales brochures, all while ensuring a quick turn-around to meet the immediate need for updated content. There was no budget for photoshoots, and the images needed to be ready in time for the launch of their new ranges. Giving us only three weeks to turn the work around.

The solution

Relative embarked on a comprehensive project to overhaul the visual representation of each brand within the Mobility Bathing Group. This entailed creating 12 distinctive digital room sets – split evenly between bath and shower environments – complete with customisable elements like wall and floor tiles. This allowed for the inclusion of a wide range of products in visually coherent and appealing settings.

The process involved intensive photoshop work, adjusting images to various levels of detail to better align with the group's current product specifications. This meticulous work ensured that each brand would be able to showcase its offerings in a unique yet consistent manner.

To further differentiate the brands, subtle changes were introduced in the final versions of the images, such as variations in wall colours and floor finishes, tailored to resonate with the distinct positioning of Premier Care in Bathing, Bathing Solutions, and Mobility Plus.

The results

The bespoke approach taken by Relative successfully addressed the immediate needs of the Mobility Bathing Group, delivering a total of 39 unique images crafted from 13 original photos. These new assets span the full range of products, effectively highlighting the diversity and quality of options available to their customers.

This not only solved the pragmatic issue of outdated and irrelevant product imagery but also strategically positioned each brand to better connect with its target audience. Moreover, it revitalised the group's marketing collateral, enabling a more tailored and compelling sales approach.

In essence, the work done by Relative for Mobility Bathing Solutions exemplifies how strategic visual content can transform brand perception and drive market success, showcasing an innovative approach to overcoming logistical and branding challenges.