HomeCare Advocacy Network (HCAN)

Brand design and ongoing creative direction for an emerging broker in the home care advocacy space. The design was implemented when the organization had zero locations and expanded to more than 50 international locations, plus white-label branded franchises across the United States. Creative direction across multiple states and agencies conveyed distinctive values of joy, connection, and intentional living in a field often defined by similarly grim, resigned trajectories. The target market was middle-aged daughters who are caregivers, and messaging shifted significantly to appeal to them.