UNIQUE custom wheelchair service brand strategy
We partnered with DHCare to define and develop UNIQUE – a premium custom wheelchair customisation service created to give users more choice, flexibility and personalisation across selected mobility products.
Through brand strategy, positioning, messaging, service architecture and visual identity, we helped shape UNIQUE into a clearer, more distinctive service brand that could sit confidently within the wider DHCare portfolio.
A specialist service that needed a clearer brand role
UNIQUE had huge potential. It offered customers the chance to go beyond standard product options, creating more personalised wheelchair solutions shaped around individual needs, lifestyles and preferences.
But the service needed a clearer identity, stronger messaging and a more defined role within the wider brand architecture.
It had to feel premium, innovative and personal – while still feeling connected to the trust, expertise and engineering credibility of DHCare.
To support this, UNIQUE needed:
- Clearer positioning as a premium wheelchair customisation service
- A stronger service structure for different levels of customisation
- Messaging that balanced creativity, technical confidence and personal relevance
- A visual identity that felt distinctive without overpowering the product brands
- Brand architecture that made its relationship with DHCare clear
- Practical tools for teams, distributors and customer-facing communications
- A flexible system that could work across product, print, digital and sales touchpoints
What we changed
We started by defining the role of UNIQUE within the wider DHCare brand world.
The aim was not to create a standalone product brand, but to position UNIQUE as a specialist customisation service that added value across selected mobility products.
From this, we developed:
- A clearer brand position built around personalisation, precision and possibility
- A service structure to support different levels of customisation
- Messaging that helped teams explain the offer with clarity and confidence
- A premium tone of voice that felt imaginative, expert and reassuring
- A distinctive visual identity system for use across product and marketing touchpoints
- A compact “U” marker for small spaces, product tags and service signposting
- Guidance on how UNIQUE should work alongside product brands without causing confusion
Service positioning and brand architecture
One of the biggest challenges was making UNIQUE feel special without making the wider product portfolio feel secondary.
We helped define UNIQUE as a value-adding service: a way to take selected products beyond the standard through tailored colours, finishes, adaptations and bespoke solutions.
The brand architecture made it easier for teams and distributors to understand when and how to use UNIQUE, while giving customers a clearer route into the service.
Messaging and tone of voice
The messaging needed to inspire people, but also build trust.
UNIQUE is about possibility, but it is also about precision, safety and technical knowledge. The tone of voice needed to feel creative and human, while still reassuring customers and professionals that every solution was handled with care and expertise.
We developed messaging around the idea of going beyond standard options, helping UNIQUE communicate personal choice, technical confidence and support for real-life needs.
Visual identity and rollout
The visual identity was designed to feel premium, flexible and service-led.
Rather than competing with the product brands, UNIQUE needed a visual system that could sit alongside them – adding a layer of customisation, personalisation and distinction.
The bespoke “U” marker helped create recognition in smaller spaces, while the wider identity system supported use across sales materials, product tags, digital assets, presentation decks, internal guidance and distributor communications.
What made the difference?
A customisation service with clearer value and premium appeal
UNIQUE became easier to understand, easier to explain and easier to roll out.
By combining brand strategy, service architecture, messaging, visual identity and practical brand guidance, we helped position UNIQUE as a premium custom wheelchair service that supports personalisation without compromising trust, precision or product credibility.
The result was a clearer and more confident service brand, giving internal teams, distributors and customer-facing materials a stronger foundation for communicating customisation, choice and life beyond the standard.
In a nutshell
We partnered with DHCare (was Invacare) to define and develop UNIQUE, a premium customisation service designed to help people go beyond standard wheelchair options – creating a clearer brand strategy, service structure, messaging and visual identity that could work across products, teams and global touchpoints.
The CreativeHutch team are an absolute dream to work with. Creatively but also strategically. They have been a fabulous partner to some of our latest projects. They are truly trustworthy in all aspects and deliver in many ways that go above and beyond.
Impact highlights
- Clearer positioning for UNIQUE as a premium wheelchair customisation service
- Stronger brand architecture, helping UNIQUE sit confidently within the wider Invacare portfolio
- A more defined service structure for different levels of personalisation and bespoke support
- Clearer messaging for internal teams, distributors and customer-facing communications
- A distinctive visual identity that added recognition without overpowering product brands
Let’s talk about your project
If you want to know how your brand strategy, marketing or website could work better for you, we’d love to talk!
FAQs
CreativeHutch supported UNIQUE with brand strategy, service positioning, messaging, brand architecture and visual identity, helping shape it into a clearer premium wheelchair customisation service.
UNIQUE is a custom wheelchair service designed to help users go beyond standard options, offering greater choice, flexibility and personalisation across selected mobility products.
UNIQUE needed to feel distinctive and premium, while still sitting clearly within the wider mobility brand portfolio. The identity had to add value without overpowering the existing product brands.
The strategy focused on personalisation, precision and possibility – helping position UNIQUE as a specialist customisation service that supports individual needs, lifestyles and preferences.
We created clearer messaging, service structure and visual guidance so internal teams, distributors and partners could explain UNIQUE with more confidence and consistency.
Brand architecture defines how different brands, services or product ranges relate to each other. For UNIQUE, it helped clarify how the customisation service should sit alongside existing wheelchair product brands without causing confusion.
The refreshed UNIQUE brand gave teams clearer tools, templates and language to explain the service, support sales conversations and create more consistent customer-facing communications.
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