Helping Hands Healthcare.
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Challenge
(01)
Helping Hands Healthcare has been a trusted provider of temporary staffing for hospital systems in the Greater Toronto Area since 1997. In 2023, having recently expanded into home in-home care services, creating the need for a refreshed brand that could resonate with a more emotionally driven audience while maintaining credibility within the healthcare sector.
They turned to Haft2 to reposition the brand and modernize its identity, website, and social presence.
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Process
(02)
A competitive analysis presented an opportunity to differentiate through lighter blue and green hues.
We began by tapping into extensive qualitative research that Helping Hands Healthcare had recently completed. Since the new client base — individuals in urgent need of at-home care for a loved one — are not typically in the mindset to shop around, we realized first impressions were paramount.
A competitive analysis revealed a saturated visual landscape dominated by reds and purples. This presented an opportunity to differentiate through lighter blue and green hues—colours strongly associated with trust, reassurance, and vitality.
For the logo design, we brought together the three H’s from the company’s initials to reveal a “visual gift” in the form of a cross (a universal symbol for healthcare) or plus sign (associated with positivity) within the negative space. This invited an emotional reaction, evoking feelings of empathy, empowerment and connection to healthcare.
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Outcome
(03)
In fact, there was a 503% increase in visits to the site in the first 30 days of launch!
The refreshed brand established a more contemporary and empathetic presence across all channels. We designed an accessible, AODA-compliant website that prioritizes clarity and ease of navigation for users in urgent decision-making scenarios. Social media channels were also updated to reflect the new visual identity and messaging framework. The response has been overwhelmingly positive for this growing company. In fact, there was a 503% increase in visits to the site in the first 30 days of launch!
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