Phase 1

Naming & Identity Design

Everything had to start with the name.
ALiHLTH was clinical and cold: fine for a compliance document, wrong for a brand families trust with the people they love. We renamed it Calico Care and rebuilt the position around it, turning warmth into a strategic asset instead of a styling choice.

Phase 2

Visual Identity System

Friendly, but credible enough for the hardest decision a family makes.
A cohesive system rooted in warmth and clarity: modern typography balanced against an approachable palette, every element pulling toward the same feeling. Not decoration. A scalable brand language built to earn trust at every interaction.

Phase 3

Digital Presence & SEO

A brand nobody finds is a brand that doesn't exist.
We translated the identity into a search-informed digital ecosystem, aligning content, SEO, and social strategy so the new name could actually be discovered. Structured for relevance today and compounding visibility over time.

Credits

Creative Direction - Pooyan Alizadeh
Branding & Logo Design - George Mott
Graphic Design & Animation - Ashton Nguyen
Visual Storytelling - Ali Kavousi
Social Strategy - Laura Faccone
SEO & Website Design - Kaige Zheng