Kindred at Home:
A Reimagined Hospice Brand

challenge

When national in-home health care provider Kindred At Home made the strategic decision to focus a segment of their services under a new brand, they needed to conceptualize, design and build a new corporate website that could support the unique needs of personal home care, palliative care and hospice care services. 

design director: CHRISTIAN LINSEY, project lead: Andrea falke,
senior brand strategist: taylor tartt, senior ux Designer: nirman bisala,
senior DIGITAL DESIGNER: SARAH KNOTZ

Leveraging research from a recent Kindred at Home redesign, the project combined strategic design, information architecture, UX and preliminary branding from BCG Brighthouse to shape a supportive, warm, caring, look and feel for the new site experience.

The guiding symbol of Cairn stones served as a uniting graphic element across the site. Carried over from the initial logo design, the round overlapping shapes extended into a container for photography, a graphic background element, and an illustrative icon style for communication points.

We carried the look and feel over six key screens to ensure that the entire site would have a consistent, balanced visual treatment.

In addition to the key screens, we also delivered a design library that collected all the system wide stylistic decisions in one place for developers and future designers.

foundational work

As a multi-phase project that built upon previous work with the client, many areas of expertise came together to reach the final designs. My role as senior digital designer involved collaborating with the team to ensure cohesive thought and execution of several strategic deliverables.

Our goal for the research and alignment was to expand on findings from the rebranded Kindred At Home website, optimize for the new audience, validate personas, and fill gaps in our current understanding.

The research phase set the stage for an opportunity matrix, site map, wireframes, visual style studies, and finally the brand experience implementation featured in the key screens above.