Churchill has announced a new name and a new identity, as it becomes Churchill Living with effect from 1st July 2024.
The new name demonstrates that the company’s focus – and that of our Customers - is firmly on “living” rather than just “retirement”. However, Churchill will continue to specialise uniquely in building and operating specialist communities for the over 60s.
Following extensive research with our target market, Churchill’s decision to drop “retirement” from our name reflects the different ambitions, expectations and associations that people have with getting older today. The concept of our product being defined by “retirement” is less relevant than it was when the Churchill brand was launched over two decades ago.
The lifestyle we offer is defined by friendship, choice, security, independence, and peace of mind, and this is how we create “living value” for our our Customers and their families. To emphasise this message, the new “CL seal” logo is underpinned by the words: “Your Lifestyle. Your Choice”.
When tested with Customers, the new logo was seen as a reassuring representation of the trust, integrity, safety and security that Churchill stands for, with many even describing it as a “seal of approval”. The C of Churchill wraps around the L of Living to reflect the way we support and enhance Customers’ lives throughout their journey with us.
Spencer J McCarthy, Chairman & CEO of Churchill Living, said:
“Since my brother Clinton and I founded the company, Churchill has established itself as the UK’s most trusted provider of specialist housing and associated services specially tailored for the over 60s, with more than 9 out of 10 Customers saying they would recommend us to a friend. As we celebrate our 30th anniversary as a business in 2024, and the 21st birthday of the Churchill brand, this name change marks another major step forward in our journey.
“With our fresh new brand identity, we will remain as focused as ever on building, managing and maintaining high-quality later living communities at an attainable price, with among the lowest running costs in the sector.”
Churchill Retirement Living Ltd becomes Churchill Living Ltd effect from 1st July. Other organisations within the Churchill group of companies, including Churchill Estates Management Ltd, Planning Issues Ltd, Churchill Sales & Lettings, Careline Support Ltd and The Churchill Foundation, will remain the same.