Assisted Care Needed More Than a Logo. They Just Didn’t Know It Yet.

Background

Assisted Care provides in-home care for Medicaid beneficiaries through Michigan’s Home Help Program. Based in Troy, their team helps people maintain independence at home with everything from daily living support to complex care like respiratory treatment and dialysis. It’s deeply personal work – caregivers entering someone’s home, building trust with families during vulnerable moments.

For years, the quality of that care far outpaced the way they presented themselves. They’d built a solid reputation through word of mouth and referrals, but had never invested in any kind of visual identity. When they found us, the ask was straightforward: just a logo. They didn’t see the need for anything beyond that.

The Challenge

When a home care provider has no brand presence, the consequences go deeper than aesthetics. Assisted Care was competing for referrals from caseworkers, doctors, and families – people choosing between multiple providers for someone they love. Without a recognizable identity, every new interaction started from zero. There was no visual shorthand that communicated “we’re established, we’re professional, we’ve been doing this.”

In healthcare, trust isn’t a nice-to-have. It’s the entire decision. Families are choosing who enters their home and cares for the people closest to them. A provider that looks like they threw something together – or worse, has nothing at all – has to work twice as hard just to get considered. Assisted Care had the experience, the reputation, and the results. They just had nothing visual to back any of it up.

The Approach

Phase 1: The Logo

We started where they asked us to start. Concepts were sketched by hand first, then refined in Adobe Illustrator. The final mark features two stylized hands cradling upward, topped with an arch that adds a sense of protection and balance. Warm without being soft. Professional without being clinical. The kind of mark that reads clearly whether it’s on a business card or a building sign.

Once we presented the finished logo, something shifted. Seeing their name paired with a real identity for the first time changed the conversation entirely. They came back and asked if we could take it further – full branding, not just a mark.

Phase 2: Full Branding and Print

We built a comprehensive brand guide that gave Assisted Care a system. Color palette, typography, usage rules, file formats for every application – everything packaged so any printer or vendor could produce on-brand materials without guessing. We also designed their business cards, tri-fold brochures, and all their other day-to-day collateral. Their team now had something professional and tangible to hand referral sources at meetings.

Phase 3: Website, Social Media, and Ongoing Support

The partnership kept growing. We designed and built their website, structuring it around how their three audiences actually arrive: patients looking for care themselves, family members seeking help for a loved one, and medical professionals sending referrals. Each path gets its own entry point and tailored information.

We continue to administer the site and manage their social media, keeping the brand consistent across every channel they touch.