NDA Recreation
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Industry
Social Care
Disciplines
Branding | Web UX & UI
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.
Here 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 however ~ front-end development phase (for a basic funnel marketing site) was exercised from start to finish in Webflow®. Sadly out of undisclosed reason, 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 empathize a bridge between service providers (the social care workers) and their clients/customers: teens and young adults 14-21 years in need for social counselling, and where possible, enrol in activities engagement (with nearest local businesses).
Distinct away from its peers include (for more providers) - more competitive payments and flexible working schemes for as well as on-going support with both the administrative and coordinators team
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 was proposed to indicate friendliness and melancholy. In part two of this NDA-Recreation ~ high fidelity visualization, information architecture, and front-end prototype build for the Marketing / Thought-leadership Funnel website in Framer® are demonstrated (for buy-in) ~ a modern, practical and sustainable multi-disciplinary solution.
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.
Mrs. Angela White
(Carer Service Provider Persona)
45 years
Perth, Western Australia
Social Care worker (formerly clinical nurse)
Naming & Titling ~ Overview
Initial brainstorming was conducted with a goal at finding a name that rhymes appropriately whilst connotating friendliness and approachability.
Influences amongst household brand names reflecting a person's name ~ “Sara Lee”, “Arnotts” “Lorna Jane” to name a few were considered, as early hypothesis ~ to be the more relatable for the receiving end demographics (the Clients).
Thus an initial shortlist were firstly raised as follows:
“Annie”,
“Clarissa”,
“Rosa.care”,
“Candice”,
Second generation of concepts
However upon later consideration, a need for second exploration emerged for two reasons.
Firstly ~ the initial options did not seem to capture the gender agnostic needs of the demographics due to its slightly effeminate bias. Secondly ~ the strong likelihood for these names to be already taken and/or no longer vacant.
Alternatives therefore, had to be brainstormed, leading towards the new shortlist as follows.
Hello.Bubble
Chamomile
Ruby & Spring
Lavender.care
Hello.Connect
Care.Spot
Choice.Connect
From the above ~ “Chamomile” stood out eventually for its serene, re-assuring and melancholic connotations. With ".me" to encourage a personalised domain outlook than just a technological homage ".com" or ".net"
Research and Stylescaping
Common subject matters amidst competitor profiling suggests high reliance on clouds, blue skies, and the outdoors; understandably for conveying freedom, independence, and autonomy.
A few notable ones however, resorted to highly individualized, on-brand and proprietary illustrations.
For lean and pragmatic delivery for this brand to evenly compete however, a more conventional approach is likely necessary to encourage buy-in in a reasonable time frame throughout this NDA-Recreation.
Afterwards, development of indicative but not prescriptively "complete" - Style Scaping demonstrates all the visual palleting to capture the brand's essences all within a "landscape" format. Here, early design decisions, including colour and imagery and subject matters are demonstrated.
Brandmark development
Despite feasible proposition - the hand lettering concept was decidedly not pursued to completion; due to likely risk towards effeiminate bias and thus incompatible with the gender-agnostic expectation.
Multiple attempts were made to draw the closest possible analogues to the characteristic/s of the chamomile ~ organic, slightly oblong, and rigid. But neither angular nor overtly predictable curvatures.
These were then further digitized and examined into more realized shapes. Eventually synergised together with the letterform (C) to represent:
(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
Upon the list of options (as shown here) ~ the industrially-inspired sans-serif Synonym was chosen to be paired with the handwriting analogue Kalam. The latter was encouraged to only be used judiciously. Altogether these aim to promote and (though not overly embellishing, hence the rationale for a slightly industrial Synonym) the customer and/or users expression of individual(s) autonomy, for social cohesion.
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 resorted through Automation, Artificial Intelligence, or generative tools.
All hours expended on each NDA re-creation(s) were conducted out of limited, personal and voluntary capacity on top of / during full time tenure.