Creating a bridge to better care.
Challenge
CaregiversDirect sought to revolutionize caregiving through an integrated, humanistic approach, but the brand lacked the empathy and warmth needed to speak to their audiences during times of need.
Goal
Build a brand identity and name that demonstrates the promise of 100% understanding and 100% support to both clients and caregivers.
Strategy
Defining the category as “careplanning,” relaunch the brand under the name Tandem – bridging the gap in the industry to provide balance, support and structure across care environments.
Role: Design Director
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Matt Peters (Sr. Designer), Jo Rooney (Designer), Alessandra Pinho (Strategy Director), Andrew McCree (Account Director)