HomeCare Advocacy Network (HCAN)

Laura was hired at the very conception of the Home Care Advocacy Network, an emerging broker in the home care advocacy space. She was engaged to create and establish a bright, fresh brand that would pop in a market that can be somewhat dreary; the brand had to both stand alone and be usable alongside other brands in HCAN’s white-label franchises. She then carried that design through into countless marketing pieces and established a digital presence as the company quickly grew, from only one initial location to more than 50 international locations in a few short years. She continued to oversee and provide brand guidance for the emerging franchises and their needs, as well as fulfilling the increasing marketing needs for the parent company.

The business continued to grow and Laura worked closely with other employees and contractors in areas from web design to social media to stakeholder assets. Brand oversight also included working with the white-label partners – aging senior homes that extended home care services through HCAN as a way to nurture prospective leads. Creative direction across multiple states and agencies conveyed distinctive values of joy, connection, and intentional living in a field often defined by grim messaging. HCAN focused their messaging on hope and solutions for the many middle-aged daughters who are family caregivers, and that messaging significantly appealed to them.