To respect client confidentiality, we’ve omitted company names and detailed project information. The examples shown here highlight the types of services we offer and the level of design talent behind our work. They are only a small preview of what we create. If you’d like to discover the opportunities for your brand and walk through full project examples with full context, feel free to reserve a spot on our calendar.
Case Study: Brand Strategy
Home Care Brand Strategy and Positioning
Industry: Home Care and Senior Support Services
Project Overview
A local home care provider came to us as part of a national franchise. While the franchise offered a few standard brand elements, the local office did not have a strong identity of its own. Their true strengths, values, and culture were not reflected anywhere in their online presence. The franchise messaging focused on being professional and high end, but the local community had a different concern. Families were worried about trust, safety, and who exactly would be coming into their homes.
The owner wanted a brand that communicated warmth, safety, and genuine human connection. She needed a message that reassured families emotionally and positioned her caregivers as more than task assistants. She wanted a brand that finally matched the real experience her clients were having.
Our Approach
We began with deep research and a full competitive brand audit to understand the gaps in the local market and uncover what truly made this location unique. While most agencies focused on services and certifications, very few addressed the emotional fear families felt around trusting a caregiver. This became the foundation of the new positioning.
We repositioned the brand to highlight a relationship driven and family centered approach. We created messaging tailored to adult children, seniors, and referral partners, and built a narrative around caregiver selection, culture fit, language match, personality, and the meaningful companionship caregivers provide.
To ensure clarity and consistency, we guided the team through our 17 point branding framework and refined their visual identity and website structure so their message, design, and digital presence all moved in the same direction. We also reworked their website copy, content structure, and communication tone to reflect safety, familiarity, and trust.
To support the internal team, we delivered staff workshops for both administrative staff and caregivers covering:
• how to speak with families on the first call
• how to communicate the agency’s values
• how to reflect the brand personality in daily interactions
• how to build trust from the very first minute
We extended the new positioning across:
• the website
• social media messaging
• referral presentations
• blogs and educational content
• email templates
• scripts and elevator speeches
At the end of the project, we delivered:
• a printed brand book
• a digital brand guide
• a three-year strategic growth plan
• a detailed one-year roadmap with quarterly priorities
These tools provided a clear step by step plan to present the agency in the market, demonstrate their true value, and build the long term trust they deserved.
The local home care brand shifted from generic franchise messaging to a warm, trustworthy, and emotionally grounded identity. Families immediately felt more comfort and confidence during the first contact. The new website increased clarity, reduced confusion about services, and strengthened referral relationships. The team aligned under one voice, and for the first time, their communication matched the quality of care they provided.
This project shows how a strategic brand foundation can transform a franchise-based business into a meaningful, memorable, and trusted local brand.
The Transformation
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