“The main thing we were looking for was a provider that could interpret a brand design from a creative point of view and manage the application. When I went out to speak to Rap, it was a case of, ‘we’ve got a brand’; how does that actually come into play’? So that was what we were looking for: a provider that could successfully interpret the main elements of planning.
“We had great expectations of what could be delivered. As you know Practice Plus is one of the new services for Care UK, which is already a strong brand in itself. Looking at the family brand in itself we had an idea of how we wanted it to look, but at the same time we were not afraid to take risks in terms of what that application could look like.”