Phase 1

Naming & Identity Design

We led a full brand transformation, renaming ALiHLTH to Calico Care and redefining its market position. The name came first because it had to. It set the emotional register for everything that followed.

Through strategic positioning and identity design, we built a visual system that balances professionalism with warmth, turning trust into a brand asset.

Phase 2

Visual Identity System

We developed a cohesive visual system rooted in warmth and clarity, balancing modern typography with an approachable color palette.

The result was a scalable brand language designed to build trust across every interaction, from a digital ad to a printed brochure to the first time a family lands on the website.

Phase 3

Digital Presence & SEO

We translated the brand into a search-informed digital ecosystem, aligning content, SEO, and social strategy for sustained visibility.

A brand no one can find doesn't exist. This phase focused on ensuring Calico Care showed up in the moments that mattered most to families actively seeking care.

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