HaloCare

In preparation for their launch in 2020 HaloCare approached us to design a logo and brand identity. HaloCare had a vision in their mind already for how they wanted their brand to look and we worked together to create a warm and personable brand identity.

We designed the logo and shaped the overall brand identity for HaloCare that could be used across all branded materials – from office signage to advertising. We designed the brand guidelines, printed materials such as business cards, brochures and flyers as well as promotional advertising across print and digital.

When creating the brand identity, it was important that we developed an identity that resonated with older generations. Many brands aimed at this audience can be sterile and clinical which is why it was essential that the HaloCare brand identity invoked feelings of comfort and warmth for their target audience.

The font, colour palette and photography were integral to the personality of the brand. Century Gothic is a round font that conveys comfort and softness. Fonts with sharper contours convey a sense of threat and can come across as more formal and official.

The main colour palette included various purple shades. Purple in marketing is traditionally associated with strength and wisdom. Light purples are often associated with light hearted romantic energy. Lilac is often associated with being sociable.

We chose photography that had relatable people and evoked a sense of familiary. The brown tones used in the photography compliment the overall look and feel of the HaloCare brand. Brown is a natural, down-to-earth colour. It’s often associated with strength and reliability which compliments the brand tagline – ‘empowering wellness’.