HCANYS

brand identity | web | photo

Overview

A full-scale brand redesign and website for this New York State home healthcare advocacy association

Preface

former logo (credit unknown)

Formed in 1978, The Home Care Association of New York State (HCANYS) is New York's premiere source of knowledge, thought and advocacy for home healthcare-related issues. It is a steadfast and trusted leader in the field. 'HCA's' dedicated and passionate staff continually navigates the complex New York home healthcare ecosystem to provide policy and regulatory expertise, strategic legislative advocacy, research and innovation, education and more.

HCANYS approached me to help bring their visual brand into a new era where the strength and value of their service is better mirrored with funtional and distinct design. Working closely with senior leadership of the HCANYS team, as well as their in-house graphic designer, I created a master set of new visual components, beginning with a new logo and brand style guide. I then applied those assets in a build out of their new website.

Jump to the site

Phase 1 :: Brand Visual Identity

Bold / Hardworking / Uncomplicated

client-selected brand persona characteristics

Horizontal wordmark

Vertical wordmark

Informed by client feedback from my brand persona investigation, I drew original typography arranged in two functional constructs: a horizontal and a vertical wordmark. Depending on the application, either can serve as the brand “logo”.

The new logo has an intentionally monolithic style: a well-balanced, firmly-planted sans serif conveying strength of purpose and permanence: truthful characteristics of HCANYS among its members and peers.

Style

Functional Typography

Distinct color palette

Type as gradient

Text lists the many professions housed within the “Home Care” industry.

Diagonal pattern

for space activation

Tonality

Intentional colorway effects provide brand-specific treatments to budget-friendly stock photography

Staff Portraits

Affiliate marks

HCANYS staff manage additional organizational units with specific functions. While independent of one another, these entities occupy a nuanced familial connection, expressed by the use of core logo “HCA” lettering.

“Home Care is healthcare.”

This logo and accompanying tagline "Home Care is healthcare." is a kind of battle cry for HCANYS. It also functions beautifully as a secondary messaging device.

Tagline written by

Phase 2 :: Website

A gargantuan effort of over 400 pages, this was a collaborative project with Solasus Web Solutions to build HCANYS an entirely new web experience complete with a safer, more robust CMS and all-in-one CRM solution. Solasus handled backend infrastructure and CRM training. I tackled frontend design, css styling, and physical page buildout.

Visit hcanys.org

Old Site

Screen grab of old site

The late '00's were tough on corporate websites as responsive design trickled into the mainstream. This one had fallen prey to WordPress extensions which forced a yard sale approach to content architecture.