How We Helped Family Legacy Care Scale with a Subsidiary Brand Identity for Personalized In-Home Care Solutions
Family Legacy Care, founded by Jorge Aguero, is a trusted name in providing compassionate and professional care for families. As Jorge prepared to expand his services with Age in Place, a new offering connecting families to licensed in-home caregivers, he turned to us to ensure the new identity aligned seamlessly with his established brand. The result? A cohesive, purpose-driven sub-brand that reflects Family Legacy Care’s values and provides a strong foundation for growth.
Client Background
Family Legacy Care is a mission-driven business providing compassionate and reliable care services for families. Jorge, the founder, has dedicated his career to improving access to high-quality care solutions that prioritize dignity, connection, and independence.
Family Legacy Care serves families searching for trustworthy caregiving services, focusing on transparency, professionalism, and personalized support. Their commitment to enhancing lives is the driving force behind their reputation for excellence.
Jorge's vision to expand the brand with Age in Place reflects his passion for helping people and his forward-thinking approach to meeting growing community needs.
The Challenge
With the introduction of Age in Place, Jorge faced a critical challenge: how to expand his brand while maintaining the trust and recognition Family Legacy Care had earned over the years. The new service required its own distinct identity, but it needed to feel like a natural extension of the parent brand.
Without a cohesive sub-brand identity, Age in Place risked diluting the established Family Legacy Care brand and confusing clients. It was essential to create a visual and messaging strategy that communicated trust, connection, and professionalism while distinguishing the new service.
The Solution
We took a collaborative approach to ensure Age in Place would complement Family Legacy Care’s existing identity while establishing its unique voice. The process included:
Brand Discovery: We dove into Jorge’s goals, mission, and vision for Age in Place, as well as the core values of Family Legacy Care.
Logo Adaptation: By incorporating the original Family Legacy Care logo into the Age in Place design, we maintained brand recognition. We added an arch symbolizing a bridge to visually represent the connection between those seeking care and professional caregivers.
Consistent Visual Identity: To ensure brand cohesion, we carried over Family Legacy Care’s fonts and color palette while introducing subtle adjustments to distinguish Age in Place.
Strategic Messaging: We crafted a mission, vision, value statements, and a brand overview that highlighted the purpose of Age in Place while staying rooted in Family Legacy Care’s legacy.
By maintaining consistency with Family Legacy Care’s established branding, the Age in Place identity felt familiar yet fresh, reinforcing trust and professionalism while communicating its unique value proposition.
Implementation
Our collaboration with Jorge included multiple rounds of brainstorming, feedback sessions, and design iterations. Key steps included:
Collaborative Feedback Loops: We involved Jorge in every stage, from initial concepts to final design, ensuring the result aligned with his vision.
Symbolism in Design: The arch added to the logo symbolized Age in Place’s role as a bridge, reinforcing its core purpose visually and conceptually.
Polished Deliverables: We provided detailed brand guidelines, including HEX codes, CMYK values, RGB specifications, and Pantone equivalents, to ensure consistent representation across digital and print mediums.
Aligning the Age in Place identity with Family Legacy Care’s established brand while maintaining its unique focus.
Balancing familiarity and distinction in the design and messaging to appeal to both existing clients and new audiences.
The Results
The final Age in Place identity successfully extended the Family Legacy Care brand while establishing its unique position in the in-home care industry. Key achievements included:
Improved Brand Cohesion: The visual and messaging strategies ensured seamless alignment with Family Legacy Care’s established identity, fostering trust and recognition.
Increased Scalability: The professional sub-brand provided Jorge with a polished identity to confidently promote Age in Place across marketing channels, events, and client interactions.
Enhanced Perception: The bridge symbolism in the logo and strategic messaging positioned Age in Place as a reliable, compassionate connector between families and licensed caregivers.
The cohesive brand identity set Age in Place up for sustained growth. Jorge can now confidently showcase the new service at events, through digital marketing, and on collateral materials, solidifying his reputation as a trusted provider in the industry.
The Problem Solved: Family Legacy Care needed a cohesive yet distinct identity for its new service, Age in Place.
The Key Outcomes: The professional sub-brand aligned seamlessly with the parent brand while establishing its unique purpose.
The Value Delivered: The new identity empowers Family Legacy Care to scale confidently, enhancing its reputation and professional image.
If you’re a passion-driven small business owner looking to create a brand that authentically represents you and scales with your business, let’s connect!
