The project with Care Initiatives began with the goal of modernizing their digital presence and ensuring their brand reflected the compassionate, high-quality care provided across their 40+ senior care locations in Iowa, but quickly evolved into a full rebrand. I co-created and co-developed the brand alongside the Web Director, contributing from early strategy and moodboards through stylescapes, wireframes, and final mockups.

My work included selecting and editing stock imagery, icons, and shapes; creating friendly collage-style visuals; and developing a creative strategy centered on warmth, accessibility, and human connection—highlighted through custom abstract illustrations, accessible typography and colors, balanced layouts, and photography focused on quality of life and care.

I also collaborated with the Care Initiatives team to refresh and modernize their logo, simplifying the original flower into a four-quadrant polygon with a central circle representing their core services and emphasizing comfort and compassion. To ensure long-term consistency, I developed a comprehensive color guide with ADA-accessible primary colors and an expanded palette for future use.