The Challenge

CareServ, founded by a duo uniquely blending resident care and technology expertise, had the potential to revolutionize the senior care industry. Unfortunately, a lack of awareness on regional and national levels, they struggled to gain any growth traction due to an undefined brand architecture, disjointed messaging, and outdated visual elements. Sluggish sales and a lack of progress characterized their journey.

The Solution

To start, we clarified their brand architecture – creating clear hierarchy for their very different services and making them crystal clear to understand. Next, we conducted a comprehensive brand audit and competitive analysis, identifying their unique blend of resident care and technology expertise. Emphasizing their ability to speak both “Nurse & Nerd,” we leveraged the duo aspect of their personality and infused it through their messaging, tone, and updated visual identity. Softening the logotype, we created real vibrancy around their brand – including introducing a friendly mascot – to create a cohesive brand direction.

Rolling out a range of branded materials featuring the playful yet competent persona, we utilized a red panda mascot to infuse humor and personality into technical content. Each team member adopted a pose, enriching the brand’s visual narrative.

The Results

CareServ’s brand overhaul propelled them to prominence in the senior care tech sector. With sales nearly doubling within months and discussions of expanding their team, the infusion of personality, particularly through the red panda mascot, breathed new life into their brand across all channels.