Peoplefirst Homecare & Hospice

In order to speak to the softer side of the business – hospice care – the Peoplefirst color palette was softened to a periwinkle purple and the bright oranges and reds were dropped.

I sought to create visual elements that could represent symbolically the idea of life stages without being too cliched. Since this division also had under its umbrella home care services, the elements needed to work in that space as well. The leaves were chosen for their symbolic representation but updated to look modern and clean. 

At the outset, as Kindred acquired companies with established name recognition within their communities, it became evident these companies would retain their names for a specified transition time until they became known only as Peoplefirst HomeCare and Hospice. The design had to take that into consideration and develop a system for having both a local name and the Peoplefirst HomeCare and Hospice logo without being too crowded or creating confusion. We worked closely with the team to audit and transition the new companies both digitally and in print, and to bring scores of rapid acquisitions under same brand umbrella.