Fluid Ideas Midlands Creative and Digital Marketing Agency


Distinguishing Bupa’s ‘Select Collection’ of care homes through identity, image and tone.

The Select Collection.

The Bupa name is recognised all over the world; synonymous with care and clinical excellence. And although every one of its 130 UK care homes are united in their high-quality care and unwavering compassion, there’s a small collection that feels unique. The Select Collection.

Project summary




The Select Collection


Website Design
Digital Marketing

An exclusive identity.

In distinguishing this exclusive group of care homes within Bupa’s portfolio, we created a new brand category that would leverage Bupa’s reputation and establish a more premium and exclusive identity. But without ever detracting from the high levels of commitment and care in the company’s wider collection of homes.

Handmade and heartfelt.

Bespoke and highly localised identities were created for each home, reflecting the historic roots or emotive stories that make each location unique. This identity was represented through a series of hand-illustrated home emblems, carefully created to convey feelings of personality and warmth, whilst giving a distinct visual treatment to each home.

Capturing life's moments.

Imagery is used as a fundamental asset to distinguish the Select Collection, with bespoke photography and video that captures tiny and authentic glimpses of life inside each Select Collection home. Painstakingly planned shoots covered everything from model-sourcing to art direction and post-production, creating a visual library that would represent an invaluable long-term investment.