Background
Katie wanted to start her own elderly care business in Wokingham. She had no name and no logo. What she did have was a clear vision, which is the harder part to come by.
We started with the name. After working through words that captured what care really means, we landed on Supportive Aid for Everyone, or S.A.F.E. Care UK. “Everyone” is doing real work in that name: the care extends past the elderly person to the family around them.
The work
I sketched iconography for each of the four pillars the business stands on, then brought them together into one identity built to earn trust at first glance.
For colour, I looked at hospital scrubs. Those soft clinical tones are ones people already associate with being looked after, and borrowing them gives the brand instant familiarity.
The result
What Katie got wasn’t just a logo. It’s a full business identity she wears on her uniform and puts on everything she does. Off the back of it, she came straight back and asked for the website, safecareuk.com.
