After being renamed, rebranded, and strategically repositioned, the rebuilt story and copy, visuals, and now industry-leading website – earned better homecare the #1 spot on Alberta Health’s preferred provider list and drove over 200% client growth, and 1000% sales growth within the first month of soft-launch, prior to any actual ad-spend.
A better brand, built to disrupt the norm in the home care industry
Services
Budget
Client
(formerly Affordable Home Caregivers)
Year
Website
Challenge
Our challenge was to help a small, poorly-branded and positioned homecare company completely reinvent itself, given clear goals for the way it wanted to work: human first, not system first.
Formerly “Affordable Home Caregivers,” they were ready to leave behind a bargain-bin name, a dated, broken website, and a handful of inconsistent templates, and step into a clear position as Calgary’s leader in truly personalised, consistent homecare.
These goals, were realized together via clear repositioning, in direct response to stark opportunity in the form of industry-wide sub-standard care, service, and reliability. In homecare across the western world, most agencies provide unreliable arrival times; and rotate random caregivers through people’s homes with little thought to fit, continuity, service, or dignity.
Our clients wanted to do the opposite: custom-match caregivers to clients by heritage, language, and expanded personal preferences and care options, providing a reliable caregiver and backup team, whom clients genuinely love. Their new mission: to provide the extraordinary, in homecare.
The old branding, however, did not support that promise at all – there was no cohesive story, no viable linguistic brand pillars, no defined voice, and no modern digital experience to do the expected heavy lifting – showing families and clients how they were different; and encouraging them to sample something better.
Our task was to create and build a new brand from the ground up that could carry this massive shift in business model and strategic positioning – and make “better” not just a name, but a visible, believable standard.
Goal
The goal of the project was to build a cohesive, warm, and approachable human brand that felt as reassuring as the higher-standard of care that better homecare provides.
We set out to craft a clear, relatable brand story and plain-language copy that didn’t just inform, but captured attention and converted concerned, sometimes nervous browsers into confident families reaching out for support.
Visually, the brief was to create an identity that could stand shoulder to shoulder with the biggest and best world-class brands, not just local competitors – evoking the highest-levels of credibility. It had to be recognisable, consistent, and instantly trustworthy.
On the digital side, we aimed for a fast-loading, easy-to-navigate website that cultivated reassurance – answering every common complaint, and question about homecare, funding, and next steps, without overwhelming people in a stressful moment.
The new sales collateral followed suit accordingly and was designed to empower sales efforts and campaigns with enviable conversion rates, to fuel substantial growth and market-share capture.
Finally, we designed a flexible blog and resources system to steadily educate the community and help position better homecare as a trusted authority on homecare, rather than just another name in a directory.
Result
The results were immediate and measurable.
Within days of launch, better homecare was placed in the number one spot on Alberta Health Care’s preferred home care provider list – the very list given directly to families by doctors, hospitals, and medical facilities.
Early visitors and referral partners began sending unsolicited feedback, saying the new site was much nicer, easier to navigate, answered all their questions, and stood clearly apart from every other homecare provider they’d looked at.
Most importantly, the combination of a clear story, human copy, and a conversion-focused website translated into growth: within the first month, better homecare increased their active client base by 200% and sales numbers by over 1000%.
Igniting innovation through visionary design and strategic brilliance.
Igniting innovation through visionary design and strategic brilliance.
Igniting innovation through visionary design and strategic brilliance.
