Brand Evolution for Compassionate Care

Compassionate Care is a Portland-based Home Pet Euthanasia and Cremation service, providing crucial and gentle end-of-life care for our beloved animal companions. Having used their services twice now myself, I can attest to the profoundly meaningful experience Compassionate Care offers people and their pets.

I was honored to spearhead strategically evolving and elevating Compassionate Care’s existing brand to reflect this powerful experience of trust, ease, and calm during difficult times. I worked closely with the company’s key stakeholders as well as a business strategist, assisting with key messaging like mission and values and brand story. Through these collaborative relationships I was able to bring the brand to the next level: first by performing an in-depth brand audit, then evolving the brand by expanding the color palette to include softer, more natural tones, bringing in fonts with softer edges, developing a comforting and warm illustrative style, and improving the logo for better balance and readability.

I also oversaw all vendor partnerships from print production to web development, and created a comprehensive brand guide for future application of the brand, all in service to bringing the brand expression into alignment with the invaluable services Compassionate Care provides.