LeanOnWe Brand Identity
LeanOnWe, a home care startup that matches careseekers with carefully vetted caregivers, needed a brand identity that would provide the basis for all visual design moving forward and distinguish LeanOnWe from the competition. As the lead brand architect on this project, I designed and wrote a comprehensive style guide that distilled LeanOnWe’s ethos and values into visual elements that could be reused across all of their properties.
Creative Director: Michael Wolfson
Branding: Jennifer Hou
Web Design: Ling Zhou
As an early-stage company, LeanOnWe had no visual assets or formally defined brand guidelines, but they needed a recognizable brand identity to help establish themselves as a player in the home care space, and to guide their marketing and web collateral.
My team decided to focus on LeanOnWe's dependability as a home care facilitator. LeanOnWe's new brand identity emphasizes the human element of a company dedicated to fostering care relationships.
Below are some sketches created early in the process of defining LeanOnWe's brand identity. We considered a few different options for the logo format, which were then mocked-up on a few possible landing page layouts.
Conclusion + Key Learnings
LeanOnWe's new brand identity has now been applied to three versions of its website, as well as used in countless marketing materials distributed online and at home care conventions. Over the past year, LeanOnWe has grown as a company, and the brand guidelines have accommodated their needs effectively.
As the lead graphic designer on this project, I had a great deal of creative freedom since we were creating a brand identity from scratch. I developed an understanding of LeanOnWe’s core brand values through conversation with key stakeholders and explored ways to express them visually. LeanOnWe was open to new ideas, and we were able to create a "visual design system" that could be applied to any of their future design needs.