CasalTV is a TV-first service designed to help older adults join live activities, socialise, and build daily wellbeing habits from home.

At Igeneris, I led the brand design for CasalTV, with brand strategy developed by Reyes Palomar and me. The goal was to make the service feel warm, accessible, and genuinely human across every touchpoint.

CasalTV needed to speak to 2 audiences at once: older adults using the service and their sons and daughters, who may be involved in the decision to bring it home.

We chose to lead with the older adult. The brand needed to make them feel seen, welcome, and part of a community, while giving families a clearer picture of the connection and daily support the service could offer.

The core concept was the feeling of being held by the Casal community. From that starting point, we built an identity around an organic stroke that moves through the system like an embrace.

It became the brand’s central visual device, expressing protection, energy, and the feeling of not being alone.

The stroke carries the idea across the logo, visual identity, and social assets. It gives CasalTV a recognisable language that can flex between calm reassurance and more expressive moments, without losing its warmth.

Motion helped the identity feel alive. The organic gesture becomes more than a static graphic element, extending the sense of connection and community into digital touchpoints.

Brand design and identity system

Brand strategy, with Reyes Palomar

Motion design

Social-media assets

A welcoming identity for a service built around connection, designed to help older adults feel more present, supported, and part of a community from home.