CareServ Technologies is an IT Solutions and hardware provider who works to support the senior care living industry. By 2018, they had been around for five years and were stuck in a rut. They were doing all the "right" things for marketing – attending industry trade shows, email marketing, and other tactics – but found themselves struggling to push the needle forward in overall revenue. Our analysis showed their existing brand and collateral were not instilling the trust potential customers needed to commit their business. CareServ was in dire need of a refreshed brand identity to help them standout from their competitors, promote better loyalty among their existing customers, and help capture a bigger share of the marketplace.
To start, we completed a thorough strategic review of their company, including messaging, existing brand materials, and overall company goals. What we found was their experience and "why" was getting lost in a jumble of mixed messages and designs. Their marketing focused too strongly on their products and not enough on what made them the better choice than their competitors.
Our solution was to create a strong guiding strategy, complete with direction of brand voice and messaging points. Next, we developed an engaging and approachable brand identity by creating a softer version of their wordmark, chose modern fonts, and a wide color palette that reflected design trends for the technology industry. A new tagline was created to highlight the leadership's expertise that hailed from both direct experience working in the senior care community and IT solutions. The final piece of the brand identity was the creation of the company mascot – the red panda – to showcase the company's playful yet sincere personality.
