Ascend Homecare: Brand & Website
Ascend Homecare: Brand & Website
Ascend Homecare is a senior home-care service based in Bellevue, Washington, serving older adults and their families. The project started almost from zero: the client had a business name, service idea and operational knowledge, but no brand identity, website structure or digital presence.
Explore Live Project.
I created the brand and website end to end — from discovery interviews and information architecture to visual identity, UX/UI, responsive design and Framer implementation — with a strong focus on trust, readability and making it easy for both seniors and their adult children to understand the service and get in touch.
Client
Ascend Homecare
Year
2025
Category
UX/UI & Framer Development | Brand Identity
Live Project
Visit Project
CHALLENGE
CHALLENGE
The client was launching a new home-care business without an existing brand, website structure or prepared content.
The website needed to work for two different audiences:
Seniors who often prefer calling and need clear, highly visible information.
Adult children who are more likely to research services, compare options and complete an online form.
The main challenge was turning the founder’s knowledge into a simple digital experience that quickly answered the most important questions:
What kind of care do you provide?
Is this service right for my family?
Can I trust you?
What happens after I contact you?
Am I committing to anything by calling?
At the same time, the experience needed to feel warm and human rather than clinical, while remaining clear and easy to navigate for older users.
The client was launching a new home-care business without an existing brand, website structure or prepared content.
The website needed to work for two different audiences:
Seniors who often prefer calling and need clear, highly visible information.
Adult children who are more likely to research services, compare options and complete an online form.
The main challenge was turning the founder’s knowledge into a simple digital experience that quickly answered the most important questions:
What kind of care do you provide?
Is this service right for my family?
Can I trust you?
What happens after I contact you?
Am I committing to anything by calling?
At the same time, the experience needed to feel warm and human rather than clinical, while remaining clear and easy to navigate for older users.
CHALLENGE
The client was launching a new home-care business without an existing brand, website structure or prepared content.
The website needed to work for two different audiences:
Seniors who often prefer calling and need clear, highly visible information.
Adult children who are more likely to research services, compare options and complete an online form.
The main challenge was turning the founder’s knowledge into a simple digital experience that quickly answered the most important questions:
What kind of care do you provide?
Is this service right for my family?
Can I trust you?
What happens after I contact you?
Am I committing to anything by calling?
At the same time, the experience needed to feel warm and human rather than clinical, while remaining clear and easy to navigate for older users.
MY APPROACH
MY APPROACH
I started with interviews with the founder and team to understand how the service worked, what families usually asked about, and what information people needed before feeling comfortable making contact.
From those conversations, I created the information architecture and structured the site content from scratch.
My focus was to:
Simplify the navigation and service hierarchy.
Separate essential information from details better discussed during a consultation.
Create clear paths for both phone-first and form-first users.
Make contact actions easy to find throughout the experience.
Use strong contrast, clear headings and readable typography to support older users.
Reduce long text blocks and make the content easy to scan.
Build trust before asking users to take action.
I also developed the complete visual identity — logo, typography, color palette and broader visual direction — around a warm, approachable image of senior care rather than a clinical healthcare aesthetic.
I started with interviews with the founder and team to understand how the service worked, what families usually asked about, and what information people needed before feeling comfortable making contact.
From those conversations, I created the information architecture and structured the site content from scratch.
My focus was to:
Simplify the navigation and service hierarchy.
Separate essential information from details better discussed during a consultation.
Create clear paths for both phone-first and form-first users.
Make contact actions easy to find throughout the experience.
Use strong contrast, clear headings and readable typography to support older users.
Reduce long text blocks and make the content easy to scan.
Build trust before asking users to take action.
I also developed the complete visual identity — logo, typography, color palette and broader visual direction — around a warm, approachable image of senior care rather than a clinical healthcare aesthetic.
MY APPROACH
I started with interviews with the founder and team to understand how the service worked, what families usually asked about, and what information people needed before feeling comfortable making contact.
From those conversations, I created the information architecture and structured the site content from scratch.
My focus was to:
Simplify the navigation and service hierarchy.
Separate essential information from details better discussed during a consultation.
Create clear paths for both phone-first and form-first users.
Make contact actions easy to find throughout the experience.
Use strong contrast, clear headings and readable typography to support older users.
Reduce long text blocks and make the content easy to scan.
Build trust before asking users to take action.
I also developed the complete visual identity — logo, typography, color palette and broader visual direction — around a warm, approachable image of senior care rather than a clinical healthcare aesthetic.
DESIGN SOLUTION
DESIGN SOLUTION
The result was a responsive website and brand system designed around clarity, trust and ease of contact.
The final solution included:
A complete brand identity created from scratch.
Clear service categories and simplified navigation.
A homepage structured around real user questions and decision-making.
Strong visual hierarchy and accessibility-informed contrast choices.
Separate conversion paths for users who prefer calling and those who prefer forms.
Responsive layouts for desktop, tablet and mobile.
CMS, forms and lightweight animations in Framer.
Lead routing into the client’s workflow and an additional Google-based record for internal review.
Basic SEO setup to support organic discovery.
The site was designed in Figma and fully implemented in Framer.
The result was a responsive website and brand system designed around clarity, trust and ease of contact.
The final solution included:
A complete brand identity created from scratch.
Clear service categories and simplified navigation.
A homepage structured around real user questions and decision-making.
Strong visual hierarchy and accessibility-informed contrast choices.
Separate conversion paths for users who prefer calling and those who prefer forms.
Responsive layouts for desktop, tablet and mobile.
CMS, forms and lightweight animations in Framer.
Lead routing into the client’s workflow and an additional Google-based record for internal review.
Basic SEO setup to support organic discovery.
The site was designed in Figma and fully implemented in Framer.
DESIGN SOLUTION
The result was a responsive website and brand system designed around clarity, trust and ease of contact.
The final solution included:
A complete brand identity created from scratch.
Clear service categories and simplified navigation.
A homepage structured around real user questions and decision-making.
Strong visual hierarchy and accessibility-informed contrast choices.
Separate conversion paths for users who prefer calling and those who prefer forms.
Responsive layouts for desktop, tablet and mobile.
CMS, forms and lightweight animations in Framer.
Lead routing into the client’s workflow and an additional Google-based record for internal review.
Basic SEO setup to support organic discovery.
The site was designed in Figma and fully implemented in Framer.
BUSINESS IMPACT
BUSINESS IMPACT
Since launch, the website has become an active acquisition channel for the business.
The client receives calls and form inquiries through the website on a daily basis.
Organic Google search now contributes a significant share of website traffic.
The website supports both older users who prefer to call and adult children who prefer to research and submit forms online.
The business now has a complete digital presence and brand system that can support future growth.
68% of users interact with a primary contact action.
Since launch, the website has become an active acquisition channel for the business.
The client receives calls and form inquiries through the website on a daily basis.
Organic Google search now contributes a significant share of website traffic.
The website supports both older users who prefer to call and adult children who prefer to research and submit forms online.
The business now has a complete digital presence and brand system that can support future growth.
68% of users interact with a primary contact action.
BUSINESS IMPACT
Since launch, the website has become an active acquisition channel for the business.
The client receives calls and form inquiries through the website on a daily basis.
Organic Google search now contributes a significant share of website traffic.
The website supports both older users who prefer to call and adult children who prefer to research and submit forms online.
The business now has a complete digital presence and brand system that can support future growth.
68% of users interact with a primary contact action.
More Works More Works
More Works More Works
Eligible to work in the EU (no sponsorship required).
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Eligible to work in the EU (no sponsorship required).
Go Back To Top