Brand Alignment | ResCare | Louisville, KY
Back to Basics
ResCare is a privately-owned home care and residential services company, employing over 46,000 people who provide direct services to those with disabilities in 42 states. The marketing department found themselves overworked and short-handed, and the new leadership team called for a helping hand to get back to basics and reformat some of their materials which had fallen away from brand standards.
Every year, the ResCare marketing department distributes 25,000 printed 17" x 11" calendar planners to their employees, to help them keep track of patients' appointments and special needs.
Unhappy with their previous year's layout, ResCare contacted me to help bring their planner in line with the company brand standards and present a cleaner, more modern look.
I started from the ground up and built the visual lines for the planner using the company logo as a guide. Echoing the logo shape are curves and arches, framing the inside calendar elements.
Each month showcased a testimonial from a patient or family member, and a matching vignette of three patient photos to emphasize ResCare’s hands-on, human-focused approach. The company’s corporate green was the basis of the piece, while complementing background colors kept the page elements cohesive.
ResCare began a quiet re-branding effort about a month later, using their new corporate intranet as a style guide. Straight lines and sharp corners were the new focus, along with a refreshed color palette. This was used in everything from full-size fliers to ads using a fraction of that space, both in print and online (Facebook, Care.com).
Here I paired the basic structure with a handwritten series typeface for a more personal and informal look. The holiday cards below were developed for employees and vendors.
