Brand Expansion & Platform Rollout
I helped expand HomeWell’s new brand identity into a complete collateral system, then populated the company’s asset platform with 60+ branded templates and 250+ digital assets for a growing franchise network.
250+ Digital Assets ~ 60+ Templates ~ 50+ Franchise Territories
2021 Aspect Marketing & Advertising Award
Home Health & Home Care Rebranding
HomeWell’s 2019–2020 rebrand began with a new logo and foundational brand kit developed by an incoming creative lead. I expanded that foundation into a broader applied identity system, creating the collateral, digital assets, and visual standards needed to carry the brand consistently across the organization.
I then designed and populated HomeWell’s centralized asset platform with 250+ digital assets and 60+ branded print materials, while creating front-end visual elements that made the experience feel more connected to the HomeWell brand.
The Problem
A brand that had outgrown its own identity
HomeWell’s existing brand no longer reflected the company it had become. The visual system was heavily oriented toward senior care, while HomeWell’s services and franchise network had grown beyond what the old identity could comfortably support. Brand assets were also difficult to manage at scale, with franchisees relying on manual requests and one-off files instead of a shared, organized system.
The new identity needed to reflect a broader range of care while giving a growing franchise network a more consistent way to access and use the brand. I expanded the new logo and foundational brand kit into a complete collateral system, then populated the company’s centralized asset platform with the assets and structure needed to carry that system across the organization.
50+
Franchise agencies to support
250+
Digital assets built and organized
60+
Print assets built for franchise use
The Foundation
A new mark and the system it needed
HomeWell’s rebrand began in April 2019 with a new logo, color palette, typography, and foundational brand guidelines developed by an incoming creative lead. That gave the brand its new visual direction, but the identity still needed to be carried into the materials franchisees would actually use across a growing network of 50+ agencies.
I expanded that foundation into a broader collateral system, designing trifolds, business cards, mailers, and other franchise-facing materials that established how the new brand would show up consistently in day-to-day use.
The Brand Kit
The Applied System
Visual Execution
Bringing the new identity to life
A look at how the new identity was carried across digital touchpoints and print collateral.
Digital Presence
Before
After
The previous HomeWell Senior Care identity evolved into a cleaner visual system with an updated color palette and a more editorial approach to photography across the website, social channels, and digital advertising.
Print Collateral
Before
After
Print materials — from trifolds and business cards to program collateral like SureStep — were redesigned within the new identity system and built for franchisees to customize locally.
Building Visualogistix
A system built to scale, state by state
Before the centralized asset platform, HomeWell had no scalable way to distribute branded collateral across its franchise network.
Home care marketing also had to account for state-specific licensing requirements. Working with the SVP of Marketing and within the platform’s capabilities, we organized materials into compliance groups based on the information required for each state.
I designed and organized the library around that structure so franchisees could more easily find materials appropriate for their state without starting from scratch each time. Assets were also grouped by use case — from consumer marketing and events to office materials, signage, and franchise development — creating a more practical way to navigate a growing library.
Visualogistix's Asset Categories
Tier 1
State-specific licensing required
Tier 2
Licensing + additional state language
Tier 3
Standard brand requirements
Outcome
A system that scaled with the network
The centralized asset platform launched ahead of schedule, giving HomeWell a scalable way to distribute branded assets across the franchise network. What had been a manual, one-off process became a shared system franchisees could use on their own.
250+
Digital assets centralized
Self-Service
Branded materials accessible to franchisees
One System
Centralized asset distribution across the network
Award-Winning Rebrand
Aspect Marketing & Advertising Award
Home Health & Home Care Rebranding — 2021
The rebrand received a 2021 Aspect Marketing & Advertising Award in the Home Health & Home Care Rebranding category.
The centralized asset platform became the primary place franchisees went for branded materials, giving the network a more consistent way to access and use the brand as HomeWell continued to grow.