Care that brings people together
Barcelona-based startup Cuideo is leading the elderly home care market in Spain. It has secured its second round of funding and is now in the expansion stage.
Cuideo entered the market in 2016 with an innovative technology-based service model, which drove a major transformation in the sector.
Challenge
After several years of consistent growth, Cuideo needed to solidify its position in the market as a caregiver brand. When they approached us they were looking to review their positioning and successfully expand their value proposition to other services and partnerships with other organisations.
The solution
We built a brand and communication strategy that integrated seemingly incompatible elements, such as emotion and digital technology. Cuideo’s proprietary software aims to find the perfect caregiver for every family. It also offers the support of a professional team that remotely provides emotional care.
After a series of interviews and workshops with the Cuideo team and research into competitors and trends, we defined a creative framework to integrate professional services with family in a simple way.
The concept of a support network unites Cuideo, families and the elderly in a single place.
Cuideo is a professional and trusted partner offering a complete care plan to seniors so they can age in the healthiest, most supportive way possible. This aims to complement family care.
Their brand archetype is the family counsellor who facilitates care that brings all parties together. We wanted to express the brand’s personality in a simple way and connect it to engagement, touch and experience.
Strategy
We put the user at the centre of the experience and worked on a series of actions to define a distinctive brand territory like:
- Reviewing touch points to simplify all stages of the process.
- Analysing the customer journey to determine responses at emotional peaks.
- Encouraging an empathetic and assertive digital culture among families.
Identity
Simplicity and transparency were priorities in the visual and written identity of the brand. We wanted the user to be able to find information easily and clearly. Photographs of the digital carers on the platform provided emotional connection and personality along with consistency and coherence.
We continue to work on multichannel communication, always seeking a balance between brand strategy, communication and conversion objectives, which are key in the competitive care market.
Brand system
Based on the definition of the brand, we organize the system of services and products.
With the integration of Felizvita as a new partner, a brand transition was carried out and the portfolio of products and services was rethought to enhance the best of each brand and promote their coexistence, keeping Cuideo at the center.
Accompanying Cuideo has always been a journey full of energy. This startup, which now fills a large office bathed in the light of Barcelona, maintains a welcoming, optimistic and fighting spirit. It has been a pleasure to be part of their team.
