David Reed first explained his business concept as this: he wanted to create a free service that would connect people with resources to help them care for their aging parents or partners. After a little bit of discussion, it became clear to me that his audience was going to run the spectrum of young adults to older adults who were searching for help. A quick search of many nursing home sites brought up a common theme – these sites tended to be designed to either sell, sell, sell, or they were designed with the person needing the help being the target demographic! And even though I wasn’t looking for a service myself, I found myself getting confused by the process! I can only imagine what clients would be going through!
That’s why I thought it was important first and foremost to put together a campaign that communicated empathy. Something that would speak a word of calm to anyone looking for services, which is why I started with the tagline, “Life is complicated. Caring for your loved one shouldn’t be.”
From there, the project included branding & logo design, rack card designs, business cards, and a digital letterhead.
