Rebranding a website and redesigning its visual identity
CaregiverStress.com was embarking on a website redesign, and it was ready for a rebrand as well. My team and I set out to better align the brand with caregiving solutions instead of focusing on the stress that can be caused by caregiving for an aging loved one.
Responsibilities
Rebrand strategy
Research
Creative direction
Project management
Deliverables
Research findings
Creative brief
Outcomes
Built trust and affinity with the audience by modernizing the look and feel, as well as shifting the brand’s voice and tone to be more solution-oriented
Building the case for a rebrand through research and discovery
Our team had already embarked on the redesign of CaregiverStress.com when another question was raised – was it time for a rebrand as well? The answer: Yes! It was time to modernize the look and feel of Caregiver Stress, as well as shift the voice and tone to be more empowering and optimistic. I drafted a recommendation for Home Instead, Inc. based on the following research inputs.
Audience persona
Brand positioning
Site performance
SEO considerations
Competitor research
Testing rebrand concepts to ensure success
Once we decided to move forward with the rebrand, the next step was developing concepts and surveying our audience to see which resonated most.
Providing creative direction based on brand strategy
Finally, we had our new brand name: Your Caregiver Guide. The last step was to work with the talented creative team to develop the look and feel, including the logo and color palette.
Your Caregiver Guide, also known as Caregiver Stress, was transitioned to HomeInstead.com in 2021. For more information about this content transition view the content strategy.
Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.
"I wholeheartedly loved working with Lauren. Her confident and collaborative approach allowed her to skillfully lead teams to success, holding all stakeholders accountable and ensuring timely project delivery in alignment with organizational goals. Lauren’s ability to foster relationships, inject a sense of fun and maintain a commitment to quality make her an invaluable asset to any team."
Rachel Lambert | Creative Director (former) | Home Instead, an Honor Technology company
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
