Premier Community
Home Care & Assisted Living
Premier Community is a family-operated business boasting two decades of experience in delivering care and mobility services to the elderly, alongside providing invaluable support to families in caring for their loved ones.
Graphic Design
Branding
Brand Strategy & Development
Premier Community provides essential services for elderly individuals and their families through two divisions: Homecare, offering personalised in-home support, and Instore Mobility, a retail experience for mobility products and equipment. Despite strong local recognition, the brand faced significant challenges due to marketing both services under a single name, resulting in customer confusion, difficulty in positioning each service separately or bundled, and inconsistent marketing materials.
I was brought in to lead both the brand strategy and creative development for Premier Community. Following a thorough brand audit, stakeholder interviews, and market research, I recommended a strategic shift to introduce two distinct sub-brands under the trusted Premier Community umbrella. This approach allowed each business unit to speak directly to its target audience, be marketed individually or as part of a bundled offering, and still retain the equity and trust associated with the overarching brand.
Beyond strategy, I led the full creative development of the new brand architecture for Premier Community. This included defining the visual direction for both sub-brands to ensure a cohesive yet distinct identity, and overseeing the design of all marketing materials, signage, digital assets, and internal communications. I developed unified graphic design systems with consistent templates, typography, color palettes, and layouts across all touchpoints. Additionally, I created a bespoke illustration library tailored to the elderly care and mobility context—designed to be warm, accessible, and versatile for use across web, print, social media, and in-store materials.
Two clearly defined sub-brands were launched under the Premier Community umbrella: Premier Community Home Care, focused on empathetic, regulated in-home care, and Premier Community Mobility Shop, a physical retail experience offering mobility products and expert guidance. I helped shape each sub-brand with a distinct message hierarchy and tone of voice, supported by custom visual assets aligned with the parent brand. To ensure consistency and ease of implementation, I also developed a comprehensive toolkit for sales and marketing teams to use across in-store and digital channels.
The new brand strategy resulted in clearer communication, allowing customers to easily distinguish between Premier Community’s care services and instore mobility offerings. Sales teams were empowered with the tools and clarity to confidently promote each service independently or as an upsell. A cohesive visual identity—anchored by a custom illustration library and unified design system—ensured brand consistency across all touchpoints. Most importantly, the new structure created a scalable foundation, positioning Premier Community for future growth and service expansion.
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