West Coast Homecare


  • Ellis Jones


Ellis Jones worked with small, remote community-based care provider to use design to subvert the trend of care brands offering clinical identities, free of the human touch, emotion or tactility. We wanted to bring back the love, warmth and shared endeavour, that marked the competitive difference of West Coast Homecare.

Key Features


The premise for the identity was straightforward. Put people, and the human approach at the centre. To this end a bank of portraiture was sourced and combined with display typography set in a custom brushed typeface.

Playing against this visual expression is a structured supporting system of typography. The colour palette is focused, and draws in the blue from the organisation’s previous identity, harnessing a decade of equity.

In application, the broad range of content and formats allows the identity to come to life. From base corporate livery, through to vehicles, and digital platforms, the handmade, human character sings through.


Aged and disability service brands are often clinical, corporate, inoffensive. This is not without good reason. Families trust their nearest and dearest with staff, to meet their medical, emotional and functional needs. The new identity recognises this intimacy of care and succinctly expresses the unique value proposition of the provider, offering a hands on approach to a local and geographically remote community.

Providers need to establish trust from the outset. That said, in a clinical, emotionally tacit competitive landscape, who better than a smaller disruptor business to embrace a little humanity? To get their hands dirty, and deal with the realities of daily life and care provision. Enter not-for-profit care provider West Coast Homecare.


West Coast Homecare is a small non-for-profit organisation in a geographically remote community – conditions that initially placed the design of it’s visual identity low in the pecking order of outgoing costs. A successful ten year period found the company outgrowing these conditions and presented a need for a more robust visual identity that had capacity for growth.

The new identity, authentic, human and resonant, better communicates the unique attributes of a community centric care provider. Design will allow them to grow their reach and have a positive impact on the lives of a greater number of people in the local community with care needs.


The human-centred identity was manifest through an expansive experimentation and ideation phase by the entire design team. Freedom to be expressive was integral to the end result and made room for ‘happy accidents’ and imperfections that became core graphic elements. The process drew the client into the process of curation and editing of the visual language, offering client a key role in the foundation of the identity and ensured genuine ownership over the end result.

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