My client, a senior care startup based in the Bay Area, approached me with a mission to redefine in-home elder care through thoughtful branding and digital experiences. They aimed to build trust with families while empowering caregivers, using a platform that simplifies coordination, enhances transparency, and ensures consistent, compassionate care.
Role:
Founding Designer
Industry:
Healthcare
Duration:
16 weeks
Challenges
Trust-Building Design: Creating a brand identity and digital experience that instills trust in both families and caregivers navigating sensitive elder care decisions.
Clarity & Accessibility: Designing a web experience that clearly communicates the value proposition to both tech-savvy and tech-averse audiences.
Multi-Stakeholder Communication: Presenting information that resonates with families, caregivers, and case managers while remaining cohesive and professional.
My Approach
Discovery Phase
Competitive Research: Conducted a detailed review of the senior care landscape to understand brand gaps and opportunities for digital differentiation.
Persona Interviews: Engaged in stakeholder interviews to identify the core concerns of adult children seeking in-home care for aging parents.
Messaging Strategy: Developed a brand voice that balances professionalism with warmth, reflecting compassion and reliability.
Design and Development
Brand Identity Design: Refined the logo and visual system to convey trust and approachability, supported by a modern, accessible color palette and typography.
Marketing Collateral: Designed flyers, brochures, and business cards that communicate Havencare’s value with clarity and warmth.
Website Design: Contributed to building a concise, mobile-friendly website that communicates service offerings, caregiver matching, and beta sign-ups.
Pitch Deck Design: Created an investor-facing pitch deck that communicates urgency, market opportunity, and Havencare’s unique positioning in the senior care space.
Testing and Iteration
Content Testing: Validated messaging with real families to ensure clarity and emotional resonance.
Accessibility Review: Ensured color contrast, font sizing, and layout passed accessibility standards for elder audiences and caregivers.
Results
Havencare’s new brand system and digital materials helped build credibility with both investors and families. The clarity and polish of the landing page and marketing collateral contributed to early user acquisition and investor interest.
Future Plans
Product Expansion: As they move into platform development, I will support UI/UX design for the caregiver-family coordination app, marketing campaigns and overall design for consistency.
Brand Growth: Plan to expand brand presence with social media content and targeted awareness campaigns.
Conclusion
By crafting a clear, compassionate, and professional brand experience, the design solutions provided helped Havencare bridge the gap between tech innovation and human care. The project stands as a testament to the power of strategic design in the senior care space.
