Inside Look: Our Rebrand

CareGuide has come a long way over the past 2 years. We kicked off 2015 with our most successful angel investment round to date and doubled our revenue from the year prior. It became evident that our landscape was rapidly changing. The timing only felt right for a fresh new look. We had outgrown our identity; it fell flat, out of sync and no longer relevant.

A rebrand, as you could imagine, is an ambitious overhaul for any company. There are several components to a brand that need to be considered and CareGuide is no exception. With over 25 websites and growing, one of the biggest challenges was creating a look that differentiated each platform from the last, while maintaining consistent visual cues while navigating throughout the CareGuide network.

Updating a brand goes well beyond the visual identity. It’s also about realigning goals, culture and renewing impact. Ultimately, we approached this as an opportunity to reconnect with our users.

Our new brand reins in our family of care providers through simple, basic, colourful icons that are easily identifiable to our users – especially those who have multiple listings across our platforms. The intent was to create a brand system that’s scalable – allowing us to grow and add to our care provider directory with ease and without disruption.

Updating a brand goes well beyond the visual identity. It’s also about realigning goals, culture and renewing impact. Ultimately, we approached this as an opportunity to reconnect with our users.

The new CareGuide brand is cheerful and playful; warming our online presence. Each care provider logo mark acts as a badge, carrying over from platform to platform welcoming you into the CareGuide family.

With any rebrand, the process is extensive and gradual. We’re excited about the year ahead as we continue to roll out our new look across all of our channels. We have big plans to improve and simplify the user experience. (User feedback is always welcomed!)

Although we may have upgraded our look, our commitment to our users remains the same. We’re a company that cares about improving care services and aims to provide friendly, helpful service to all our users.