Care Live Smile

The Client

Care Live Smile is an organisation that provides care workers to organisations that support the in-home care of older Australians, and those living with a disability.

The Brief

Brand Strategy, Key Messaging, Visual Identity & Website Design

Their lovely CEO Sara got in touch with me in early May to see if Amadeus would be interested in creating a new brand and website for them. Having been out in the market for four years, they had gotten off the ground with minimal brand development, and had been relying on a very simple one-page website. They had experienced phenomenal growth, and as their team grew bigger, were looking for a refined brand that spoke more clearly as to who they are, and what sets them apart.

Process

I ran a workshop with Sara and General Manager, Mor, where we explored their mission, vision, personality and brand values. I was able to then articulate this into a brand strategy blueprint which guided much of the content for the website, as well as providing some valuable guide rails to visually create the new brand.

The tagline ‘Home help with heart’ provided a valuable anchor, as I strived to ensure all imagery, colour, type and graphics spoke to the ‘heart’ and were able to create something human-centric.

The Creative

Three creative directions were developed for consideration: each with their own personality. Whilst I had a hunch that the team would gravitate to something vibrant and colourful, I made sure all bases were covered and created some more subtle options as well. Sometimes something refined and professional can take the lead when you least expect and I always make sure that there’s an option like this to consider.

Over a few rounds of refinements, we landed on the final creative. A vibrant, friendly brand that celebrates the very thing which makes us human: our ability — and propensity — to care for those who need it most.

Here’s a look at the work we did together:

This project ended up creeping into the start of Sydney’s — and indeed Australia’s — extended four-month lockdown. As I navigated my way through home learning, working and trying to run a business this project was a shining light! Sara and her team were so wonderful to work with and their gratitude and happiness with our work together made it a true highlight in what was a very challenging year.

Thank-you for the opportunity, and trusting me with your brand, Care Live Smile 🙏.