The charity is working with its first retained agency, Seed Communications, this week rolling out a new visual identity including a new logo, an internal communications programme and a marketing guidebook for its branches around the country.
It has also undergone a name change from Crossroads, to Crossroads Care.
Further, the charity has enlisted the support of Esther Rantzen, founder of Childline the helpline for children and parliamentary candidate for Luton South, to front a PR push.
Seed Communications, the independent agency, was appointed by the charity last year to create a marketing strategy and communications programme to reach six million UK carers directly rather than the local authority as is the current practice.
Crossroads Care works with over 35,000 individuals and their families, helping carers to make a life of their own outside caring.