Nadiia Akymova - Portfolio

CHALLENGE

Ascena Homecare approached me with a partially established brand based on a classic, traditional-style logo they had created themselves. While the logo resonated with seniors — their main audience — it didn’t communicate the emotional warmth, clarity, or professionalism required for a modern homecare service.

The challenge was to keep the familiar, old-fashion cues that seniors trust, but build a complete identity system around them that works seamlessly in digital and print environments.

Ascena Homecare approached me with a partially established brand based on a classic, traditional-style logo they had created themselves. While the logo resonated with seniors — their main audience — it didn’t communicate the emotional warmth, clarity, or professionalism required for a modern homecare service.

The challenge was to keep the familiar, old-fashion cues that seniors trust, but build a complete identity system around them that works seamlessly in digital and print environments.

CHALLENGE

Ascena Homecare approached me with a partially established brand based on a classic, traditional-style logo they had created themselves. While the logo resonated with seniors — their main audience — it didn’t communicate the emotional warmth, clarity, or professionalism required for a modern homecare service.

The challenge was to keep the familiar, old-fashion cues that seniors trust, but build a complete identity system around them that works seamlessly in digital and print environments.

MY APPROACH

I began by studying the emotional needs and visual expectations of seniors and their families, focusing on what makes a homecare brand feel trustworthy and comforting. Instead of shifting the brand into a fully modern aesthetic, I embraced the client’s preference for traditional visual language and translated it into a cleaner, contemporary system.

I defined a calm color palette, accessible rounded typography, and soft geometric forms that echo the feeling of care and safety. The goal was to preserve familiarity while elevating the visual consistency and making the brand suitable for digital platforms.

I began by studying the emotional needs and visual expectations of seniors and their families, focusing on what makes a homecare brand feel trustworthy and comforting. Instead of shifting the brand into a fully modern aesthetic, I embraced the client’s preference for traditional visual language and translated it into a cleaner, contemporary system.

I defined a calm color palette, accessible rounded typography, and soft geometric forms that echo the feeling of care and safety. The goal was to preserve familiarity while elevating the visual consistency and making the brand suitable for digital platforms.

MY APPROACH

I began by studying the emotional needs and visual expectations of seniors and their families, focusing on what makes a homecare brand feel trustworthy and comforting. Instead of shifting the brand into a fully modern aesthetic, I embraced the client’s preference for traditional visual language and translated it into a cleaner, contemporary system.

I defined a calm color palette, accessible rounded typography, and soft geometric forms that echo the feeling of care and safety. The goal was to preserve familiarity while elevating the visual consistency and making the brand suitable for digital platforms.

DESIGN SOLUTION

The final identity blends classic familiarity with modern simplicity. I expanded the client’s initial logo into a complete visual system: soft, trustworthy colors; clean typography optimized for legibility; smooth, rounded shapes that reflect the theme of shelter and support; and subtle graphic patterns for visual warmth.

For print and digital use, I designed structured layouts with generous spacing and clear hierarchy — crucial for older audiences. The system scales across brochures, caregiver materials, stationery, promotional assets, and the early website direction, giving Ascena a unified and emotionally resonant presence.

The final identity blends classic familiarity with modern simplicity. I expanded the client’s initial logo into a complete visual system: soft, trustworthy colors; clean typography optimized for legibility; smooth, rounded shapes that reflect the theme of shelter and support; and subtle graphic patterns for visual warmth.

For print and digital use, I designed structured layouts with generous spacing and clear hierarchy — crucial for older audiences. The system scales across brochures, caregiver materials, stationery, promotional assets, and the early website direction, giving Ascena a unified and emotionally resonant presence.

DESIGN SOLUTION

The final identity blends classic familiarity with modern simplicity. I expanded the client’s initial logo into a complete visual system: soft, trustworthy colors; clean typography optimized for legibility; smooth, rounded shapes that reflect the theme of shelter and support; and subtle graphic patterns for visual warmth.

For print and digital use, I designed structured layouts with generous spacing and clear hierarchy — crucial for older audiences. The system scales across brochures, caregiver materials, stationery, promotional assets, and the early website direction, giving Ascena a unified and emotionally resonant presence.