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Work

Tandem

Transforming a functional brand in the caregiving space to an empowering and nurturing partner.

Challenge
CaregiversDirect sought to revolutionize caregiving through an integrated, humanistic approach, but the brand lacked the empathy and warmth needed to speak to their audiences during times of need.

Goal
Build a brand identity and name that demonstrates the promise of 100% understanding and 100% support to both clients and caregivers.

Strategy
Defining our category as “careplanning,” we relaunched under the name Tandem – bridging the gap in the industry to provide balance, support and structure across care environments.