Available in the U.S. and Canada, This online platform delivers support to caregivers, defined as people caring for a loved one, such as a child, adult, or senior. The branding challenge was to explain this mix of technology and humanity.
By first establishing a brand essence statement, “care deeply,” this made it clear that the human element of the company would lead its messaging. This led to warm, approachable brand elements such as the color palette, illustration style, conversational tone, and more.