Introduction
Naming/Titling, Branding and Website design for an independent NDIS (National Disability Insurance Scheme) Provider ~ a network and platform for connecting independent social care providers catering to disadvantaged young adults and teens.
In this first of two part of NDA Re-creation a completely new name, research and ideation was conducted from the ground-up.
During/at the time of industry conduct of the brief ~ front-end development phase (for a basic funnel marketing site) was exercised on select key pages in Webflow®. However out of undisclosed reasons, hosting was discontinued.
Deliverables:
Branding Identity, Moodboarding and Stylescaping
Titling & Naming ~ research & proposal.
In (Part Two) of this NDA Recreation - website design and front-end partial demonstration build in Framer®.
Note: stock images used (Stocksy®) strictly intended only as Creative Direction on photographic composition, styling and subject matter selection.
Problem Statement
An NDIS provider start-up requested a business name, branding identity as well as website connecting independent care providers and clients through one (1) platform. The brand needs to reflect as the connecting bridge between service Providers (independent social carer/s) and their Clients/Customers among young adults in need for social counselling either remotely or by enrolment on activities available within their nearest local businesses and community centres.
Please note that the final chosen name "Chamomile.Me" remains highly subjective in their availability both as domain and/or business name.
Solution
The herbal flower Chamomile; proposed as indirect brand metaphor for melancholy. Two typeface selections between Synonym and Kalam for a complimentary brand language delivery. In Part two of this Case Study - user experience research, information architecture, high fidelity visualization to front-end prototype build(s) - firstly in Ycode® as trial, before transitioning to Framer®.
Demographics
The Demographics here is split into two ~ the Carers / service providers, and the Customers / end clientele.
(The service providers) Independent / existing social workers and/or those in the health care, possibly nursing but non-clinical.
(The client / end customers) young to late teenagers aged between 14 to 21 years disadvantaged from either social or health / neurodiverse in need of social care, and re-transition towards general, life and communication skills.
SWIPE
Mrs. Angela White
(Carer Service Provider Persona)
45 years
Perth, Western Australia
Social Care worker (formerly clinical nurse)
Introvert
Extrovert
Analytical
Creative
Busy
Time Rich
Messy
Organized
Independent
Team Player
Safe
Risky
Background
Carer / Provider Persona
Angela is a 45 year old mother of two whose lifestyle have been adversely affected by the cost-of-living crisis nationwide.
Graduated with a Bachelors and Honours in both Medicine and Nursing, Angela firstly accrued several years of clinical care background before accumulating experience(s) in the remote social care setting.
Described by her peers as approachable and forgiving yet firm ~ she believes every person has dignity worth reconciling, without stigma or prejudice.
She dislikes bureaucracies and paperwork in and out of the social care and nursing industries ~ experiences she no doubt recalls dispassionately from former years.
With recent challenges compounding financial hardships nationwide due to inflation and cost of living, she seeks additional means of income by registering herself as an independent professional in social care, in the hope of building equitable relations directly with her clients within flexible work arrangements.
Industry & Interests
Needs & Goals
Motivations
Pain Points & Frustrations
Naming & Titling ~ Overview
Initial brainstorming was conducted with a goal at finding a name that rhymes appropriately towards friendliness and approachability.
Influences amongst household brand names reflecting a person's name ~ eg. “Sara Lee”, “Arnotts” “Lorna Jane” were considered during early brainstorming as they're widely thought to be relatable.
Hence, an initial shortlist were raised as follows:
“Annie”,
“Clarissa”,
“Rosa.care”,
“Candice”,
Second generation of concepts
Upon later consideration, a need for second exploration necessitated out of two reasons.
Firstly ~ the initial options did not seem to capture the gender agnostic needs of the customer base as many of these did sounded effeminate. Secondly ~ the likelihood that these names are no longer vacant were quite high.
Alternatives therefore had to be sought as follows.
Hello.Bubble
Chamomile
Ruby & Spring
Lavender.care
Hello.Connect
Care.Spot
Choice.Connect
From the above ~ “Chamomile” stood out eventually for serene, re-assuring and melancholic connotations. With ".me" domain extension ~ further hints a "personalised" impression.
Research and Stylescaping
In terms of brand imagery - common subject matters chosen amidst competitors suggested high reliance on clouds, blue skies, the outdoors; conveying freedom, independence, and autonomy.
A few notable peers resorted to highly tailored proprietary illustrations.
For timely and pragmatic delivery of this NDA Recreated brand however, whilst staying competitive ~ a conventional approach between carefully chosen stock photography combined with brand-artifacting elements were considered.
Thus a compilation of visual assets were carefully gathered in place to curate the overall brand pallette or the Style Scape, as shown.
Brandmark development
An early intrigue and conceptual experiment involved hand-lettering concept of the brand title "chamomile". However it was decidedly not pursued to completion; due to its effeminate reception.
Hence conventional explorations on all elements and characteristics of the herbal flower alongside key other subject matter(s), were conducted. These were then further digitized and examined into more realized vector forms. Eventually synergising together:
(The letterform C) representing Chamomile's brand initial,
The organic leaves of the flower and, lastly;
A sillouhette youth; reaching out for the sky and embracing it.
The Typography
Industrially-inspired sans-serif Synonym was chosen, paired with handwriting analogue Kalam. The latter was encouraged to only be used judiciously.
This pairing aims to promote autonomy within the end-client demographics; by the stoic and industrial Synonym. Together with succinct use of Kalam - conveys the much needed confidence, and youthful spirit.
SWIPE
SWIPE
About this Case Study
Unless otherwise explicitly specified - all artworks, including naming, titling, sample content-writing including this Case study, and the entire front-end development ~ have NOT been entirely resorted through Artificial Intelligence, generative tools or LLM-assisted prompting models.
All hours expended on each project was conducted out of limited, personal and voluntary capacity on top of / during full time tenure.