The priority was to develop a style that embodies the core values of compassion and trustworthiness, and portrayed home assistance as an emancipated and joyful solution.
I first explored character designs and focused on creating distinctive, simple, human figures. The team provided me with their new colour palette, which I used throughout the illustration process to convey the brand’s identity.

During the first stage of the project, I refined and developed the illustrations exploring textures and shading. The illustrations were created digitally but I wanted to maintain a natural feel to add to their charm.
Afterwards, I developed a series of hero images showcasing different care scenarios, from helping with the house chores to 24 hour live-in care.

We wanted to show the people positively, enjoying the company of the carer and the freedom they bring.

When it came to extending the style to an illustration library, the team provided me with a wish-list of elements in order to populate the website. The aim was to create a comforting atmosphere using items such as a bowl of pasta, a pair of slippers and a radio…many of which were animated.