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The Story Method™

We applied The Story Method™ with the Berkley senior team to explore and uncover what makes this brand genuinely different. Through our systematic discovery across culture, consumer, category and company, we moved beyond facilities and services and into what Berkley actually creates: a sense of belonging. The workshops identified the activities, qualities, partnerships and details that proved this philosophy in action, and a crucial insight emerged: people don't just choose care homes, they choose spaces and places where their loved ones will live life to the full.

The process distilled this into content pillars and a strategic brand map that would guide everything, from social content and web copy to film and photography. The pillars gave us a framework to show care as life being enriched rather than life diminishing, with genuine human moments and authentic community connections at the heart of each piece of content.

Building the Brand World

Berkley doesn't sell care beds. It sells homes where people live a life they've always imagined: residents attending art classes and salon treatments; light-filled spaces, bistros and libraries; gorgeous gardens and screening rooms; driver service to classes, museums, events; restaurant-trained chefs delivering home-cooked dishes; gin and coffee collaborations, private dining rooms for families to enjoy Sunday lunch together.

We built story-led content strategy across digital and social channels that spoke to real moments while maintaining dignity and humanity. The tone shifted from corporate claims to emotional truth. We placed genuine human moments and authentic community connections at the heart of each piece, creating content showing care as life being enriched rather than life diminishing, with emotional reassurance at the centre and quality credentials woven throughout.

The imperative was consistency and humanity. Every piece of content needed to reflect real life in the homes, not aspirational fantasy or corporate promises. By focusing on what Berkley facilitates rather than what it provides, we created a social media presence where the homes, activities, spaces, chefs, residents, staff and community are the stars. The strategy challenged care home clichés, shifting Berkley into a luxury space that didn't even need to explain that it was luxury anymore. From the first post, we built trust by showing rather than telling, helping families understand why Berkley is the place their loved ones would genuinely want to call home.

"UNTOLD gave us the strategy, creative spark and the confidence to be what we actually are, not just in house but across every touchpoint and through our marketing.
Brilliant."

On film

Online