Connecting Senior Care to Families in the Digital Age

Caring Partners (B2B)

The sales team at Caring.com is dedicated to helping their business partners expand their online presence to support more seniors and families. We aimed to better showcase their high-quality services provided online. Recognizing that the primary B2C brand, designed for families and seniors navigating late-life transitions, was seen as too gentle by their clinical B2B audience, it was essential to create a subbrand that retained the essence of Caring.com while projecting a more refined and professional image. Launching this new subbrand required us to replace their longstanding industry blog with an updated B2B marketing website that effectively conveyed their diverse range of services.
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Winner of the Gold 2023 National Mature Media Award
collaborators

@Caring.com
Ben J. (VP of Digital Experiences), Jason P. (CMO), Han H. (VP of Sales), Peter (VP of Partnerships), Denise G. (Director of Reviews & Marketing), Avril L. (Lead SEO Strategist)

branding
strategy
visual design
ui/ux
role(s)
Brand Designer
Brand Strategist
UI/UX Designer
Web Designer
PM
Deliverables
Brand Guide
Website Redesign
Wireframes
Sitemap
Logo Package
Design System
Tools
Adobe Illustrator
Figma
Miro
brand & visual design

Harnessing an Inherited Brand to Create Something New

As web accessibility guidelines became standardized, incorporating Caring.com's green and orange color palette into their design became increasingly challenging. They needed to meet the WCAG contrast tests while maintaining a sophisticated and polished look that appealed to their B2B clientele. By drawing inspiration from their iconic logo and expanding the color palette to include teals and blues, this new look was able to visually represent the key element of their sub brand: empowering and holistic expertise.

UI/UX

Representing Holistic Expertise & Offerings

Despite their expertise and quality content, Caring had surpassed the limits of their B2B web strategy, which relied heavily on their industry blog to engage with B2B customers. They required a new website that could serve as both a marketing and educational tool. It was crucial that the sitemap, content structures, and UX strategy not only showcased the team's strong work effectively but also met their requirements for effectively promoting Caring.com's services.