As a beloved company in the world of caregiving, Carewell needed their brand system to feel as warm and welcoming as their customers had come to expect.

  • Illustration,
  • Brand Identity

As the leading online provider of caregiving products, Carewell has built their exceptional reputation around stellar product selection and above-and-beyond customer service. Already equipped with a loyal customer base, they simply didn’t have a brand that reflected the emotional connection caregivers felt for the company itself.

Franklyn leaned into their mission of caregiving – as well as their award-winning 24/7 Customer Care team – and rebuilt the brand as a digital-forward but approachably warm visual system that holistically serves Carewell’s e-commerce, marketing and online needs. With warm, illustration-driven storytelling, an expanded palette of typography, color and product iconography, the brand sought to instill caregivers with the trust, confidence and peace of mind they need as they make important decisions for their loved ones.

Visit to learn more.


Our brand system was applied to Carewell's e-commerce experience by the company's internal team, utilizing our rich illustration toolkit, broad product iconography as well as myriad typographic, palette and photographic assets.


The brand was brought to life in both digital and print advertising, pairing the warm and whimsical illustrations with powerfully candid messages to produce memorable moments in an industry unaccustomed to that level of care.