Manual
care.com
care.com
care.com
Care is the invisible infrastructure of everyday life.
It supports families, strengthens communities, and powers the economy. Yet too often, it’s undervalued, fragmented, and overwhelming to navigate.
In the U.S., millions of families are managing multiple forms of care at once—raising children, supporting aging parents, tending to pets and homes. It’s created a new generation of caregivers caught in the middle.
Care.com has long served as a lifeline in this space. With over 45 million members since 2007, it's where families go to find care, and where caregivers go to find meaningful work. But despite its scale and mission, the brand experience had grown dated—feeling more like a utility than a movement. Many still saw it narrowly as a platform for sitters and nannies, missing the full breadth of its purpose.
We partnered with Care.com to reimagine the brand from the ground up. The goal: to create a more human, emotionally resonant brand—one that reflects the real weight and worth of care in our lives. One that connects more deeply with families and caregivers alike, and repositions Care.com as a modern champion for care in all its forms.
The result is a renewed brand vision, identity, and experience—designed to be seen, heard, and felt by the millions who rely on it every day.
Introducing the new Care.com
A brand built to meet the moment—and carry care into the future.
Before: the Care.com identity, prior to its overhaul.
The new care.com:
Our approach:
Make it meaningful.
Care is deeply personal. It’s built on trust, emotion, and vulnerability—often at life’s most tender or stressful moments. Our goal was to infuse the brand with that emotional truth: to make every interaction feel human, empathetic, and reassuring. Because choosing care isn't just a logistical decision—it’s a leap of faith.
Center the caregiver.
Behind every great care experience is a great caregiver. We helped Care.com shift its center of gravity to spotlight these individuals—not just as workers, but as essential contributors to family wellbeing and social infrastructure. The new brand acknowledges their empathy, experience, and value—inviting caregivers to feel not just welcomed, but celebrated.
Reflect the full spectrum of care.
Families don’t experience care in silos. They’re navigating needs that span children, aging parents, pets, and homes—often all at once. We built a brand system that embraces this complexity with clarity and flexibility. From photography to messaging, it communicates the breadth of support Care.com offers, helping users find the care that fits their definition of family.
Inspire confidence.
Care.com does more than connect families and caregivers—it leads the national conversation on care. Through expert content, research reports, and policy advocacy, the brand plays an active role in shaping how care is understood, valued, and supported. The identity needed to flex accordingly, balancing warmth with authority. We crafted a system that could move seamlessly between emotionally resonant storytelling and editorial clarity—supporting everything from everyday interactions to serious, insight-driven content.
A big thank you to Meiling, Pete, and the entire marketing and product team.