Partners for Independence (PFI) is a network of 11 adult care homes supporting adults with disabilities. We were brought on to redesign their visual identity and website to better reflect the warmth, care, and community at the heart of their work.
Redesigning Care: From Clinical to Comforting
Most care home brands feel cold and clinical like walking into a doctor’s office. But PFI isn’t that. It’s a home away from home, a tight-knit community, an extended family. We wanted the visual identity to feel just as warm and welcoming. Something that honored their original logo, reflected their values, and made families feel confident, not cautious, about visiting or checking in a loved one.
Human, Hand-Drawn, and Full of Heart
We explored two creative directions before landing on a playful, people-first identity. The logo features a personified “P” with movement and expression, supported by a warm color palette and hand-drawn illustrations. With 11 sub-brands under one roof, we built a flexible system where each home gets small tweaks for uniqueness without straying from the master brand.
A Brand That Feels Like Home
We equipped PFI with a full design toolkit and a content-rich website. The site balances dense educational info with warmth and personality, using custom illustrations, icons, and micro-animations to guide visitors. The final result feels both informative and inviting just like the homes it represents.
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