Company Updates
Keys unveils new unified brand
One of the UK’s leading providers of specialist care and education has announced the evolution of its brand, bringing all of its services together under a single, unified identity.
Keys Group, which formerly operated under several established names including Keys, Accomplish, Peak, ADHD360, Autism360 and Mable, will now be known simply as Keys. All former brands will be retired.
The change follows a comprehensive brand review and reflects the scale, growth and increasingly connected nature of Keys’ work.
Keys supports children, young people and adults with complex needs across care, education and health, often at different stages of their lives and through services that work together. It has recently grown both organically and through acquisition, broadening its service offering to include ADHD, Autism and Speech and Language services as well as wider educational services including Keys Inclusion Pathways.
David Manson, Chief Executive of Keys, said: “While this joined-up approach has long been central to how we operate as an organisation, it has not always been immediately clear from the outside.
“By uniting under one name, we aim to provide greater clarity for our commissioners, referrers, families and partners, while more clearly articulating the breadth and depth of our expertise and the ways our services connect to support people over time.”
At the heart of the new brand is Connected Support. This reflects Keys’ approach to delivering flexible, integrated support that is shaped around the individual rather than dictated by rigid or siloed pathways. Through multidisciplinary working across care, education and health, Connected Support enables the right support to be provided at the right time, creating the conditions for stability, resilience, reenablement and belonging.
The move to a single brand does not represent a change to the services provided by Keys and the expertise of its 8000-strong team, operating models and the quality of support provided will remain unchanged. The evolution is focused on how the organisation presents itself, ensuring that its identity better reflects the reality of how people are supported and how services collaborate.
Within the unified structure, Keys will continue to operate through three clearly defined specialisms: Care, Education and Health. Health services will be represented as Keys Health, maintaining a distinct public‑facing presence while remainingfully integrated within the wider organisation.
The new brand identity will be introduced progressively across communications and materials, supported by updated visual assets and brand guidelines. Keys’ EPIC values remain central to its purpose and continue to underpin everything the organisation does.
David added: “The brands we had within our group are established, respected and valued in their fields and the teams working within them should take great credit for that.
“This evolution of our brand is about bringing together the strength, reputation and expertise that already exists across our organisation and presenting it in a way that is clearer and more powerful. Connected Support reflects how we work every day – flexibly, collaboratively and always centred on the individual.
“This brand evolution positions Keys for the future, strengthening our collective voice and making it easier for partners and stakeholders to understand how our services work together to support people to live well.”
What it means
Keys has opened a new specialist SEND school in Yorkshire, creating forty new places for children and young people with autism and complex needs who can’t be supported in mainstream education.
The school combines smaller class sizes and a flexible curriculum with on-site therapeutic and clinical support, reflecting the Keys Connect model of joined-up care, education and health.
This is Connected Support in practice, care, education and health, joined up around one person.
About Keys
Keys is a national network of therapeutic, clinical and educational services, supporting people with complex needs through Connected Support across care, education and health.
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