A visual identity that repositions a forward-looking, policy-driven leader serving family caregivers.
Opportunity
After years of serving the organization well, the National Alliance for Caregiving recognized that their visual brand had become outdated and was now a barrier to their mission. In the wake of the pandemic, public understanding of caregiving had evolved significantly, with greater awareness of the challenges and importance of family caregivers. To reflect this shift and reposition the organization as a policy-driven, community-oriented leader, a new brand identity was needed.
After years of serving the organization well, the National Alliance for Caregiving recognized that their visual brand had become outdated and was now a barrier to their mission. In the wake of the pandemic, public understanding of caregiving had evolved significantly, with greater awareness of the challenges and importance of family caregivers. To reflect this shift and reposition the organization as a policy-driven, community-oriented leader, a new brand identity was needed.
Discovery
During discovery, several key challenges emerged: a red, white, and blue colour palette that no longer aligned with their mission; a visual language that lacked modern authority; and inconsistent application due to the absence of brand guidelines. In design workshops, the team expressed a strong desire for a bold new direction—one that preserved the credibility and longevity essential to their advocacy. These conversations revealed that humanity and community needed to be central to the brand. Through continued iteration, it became clear that a more emotive system would best reflect their evolving mission.
Outcomes
The rebrand introduced a comprehensive visual system that balanced authority with approachability. The logo’s three geometric figures represent caregiving as both personal and community-supported, while a clear sans serif and warm humanist serif type pairing enhances clarity and warmth. The color palette blends deep blue, warm orange, and charcoal for credibility, energy, and balance, with extended tones reflecting diversity. A future-ready collateral system and brand book support consistency, repositioning NAC as modern, credible, community-focused, and politically neutral.
The rebrand introduced a comprehensive visual system that balanced authority with approachability. The logo’s three geometric figures represent caregiving as both personal and community-supported, while a clear sans serif and warm humanist serif type pairing enhances clarity and warmth. The color palette blends deep blue, warm orange, and charcoal for credibility, energy, and balance, with extended tones reflecting diversity. A future-ready collateral system and brand book support consistency, repositioning NAC as modern, credible, community-focused, and politically neutral.
Skills: Art direction, Logo Design, Brand Identity
Client: National Alliance for Caregiving
Agency: Constructive
Client: National Alliance for Caregiving
Agency: Constructive
