HHAexchange brand refresh

Role: Creative Lead
Company: HHAeXchange
Brand Team: Kristen Kubilus, Maggie Murphy

HHAeXchange serves one of the most human industries there is, homecare. It’s identity had aged into something generic, a system that read like software, not care. Rather than a simple refresh the brand needed a new foundation, so we rebuilt the identity from the people outward. This included a refreshed visual identity, formalized brand guidelines, custom iconography, and ongoing custom photography. Every decision made was to answer one question — does this feel like care and connection? The result is a living system that finally looks the way the company's work feels, carrying warmth and clarity across every audience.