Cat started Wayfinder Care Management to provide clarity, compassion, and guidance for caregivers and their loved ones.
The goal of the visual identity was to create a logo and supporting elements that feel trustworthy, warm, and professional, while standing apart in the healthcare space with an approachable, human-centered look.
Logo Design
The logo features a stone cairn, a wayfinder often used for helping mark hiking trails. The stacked stones of varying sizes represent the large number of unique challenges each client has to consider while navigating through complex healthcare systems. The rounded shapes and balanced typography convey safety, harmony, and compassion.
Supporting Elements
To design the supporting graphics for Wayfinder Care Management, we used imperfect lines to help support the personalized service provided for each client’s unique set of needs and circumstances. Other items you might be able to find on a walk through the woods are included in this visual brand too.
