The National Careline are an organisation devoted to helping people throughout the care journey, from retirement, through care at home, to finding a suitable care home. They provide support and information to the elderly, their carers and their families.
I wanted the brand to help show the value of empathy and care within a community of helpers. The capital C become a view of two people linked with one offering a helping arm around the other.
The bright colours aim to show the positive nature of the caring support and to aid familiarity with the brand name in print and advertising. The charcoal and orange were selected to work equally well on white or reversed out of the solid when used as banners outside their annual roadshow events.