After supporting the Washington State Department of Social and Health Services with the renaming of the WA Cares Fund (from “Long-Term Services and Supports Trust”), we were invited to rename, brand, and support the launch of the services that support caregivers in our state.
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Anyone can be a caregiver, including young people, middle-aged individuals, family members, and neighbors. We wanted to appeal to people statewide and help them imagine themselves as a caregiver. The goal is to capture the attention of people who have never considered caregiving as an option, people looking to make a career shift, or people who can be convinced to learn more.
Following an extensive discovery process that included stakeholder interviews with the Washington State Department of Health & Human Services leadership, career surveys of local caregivers, an audit of the DSHS brand and services, and industry research, we developed a brand name and identity.
We met with local caregivers to learn more about their passion for their work. The result was a compelling series of heartfelt testimonials that we shared with audiences on social media, the campaign website, and digital ads, which have reached millions of Washingtonians.
In addition to a suite of stationery, we designed a print campaign that included branded brochures, a trade show booth, and a complete transit advertising package. This included collaboration with the Tribal Affairs division.
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