CasalTV: bringing happiness to the elderly

The main idea here was to symbolize being hugged by the Casal community. That's why the main concept is visible through every single touchpoint, from the logotype to the social media assets created.

The stroke is the main element in this project. A simple, organic stroke that tries to convey the sentiment of belonging to a community where they feel protected, alive, and more importantly, not alone.

The main challenge here was leveraging how to communicate the brand. The project has two main targets: the buyer persona(the sons/daughters of the elders) and them, so we decided to focus on the elderly as the main target. This way, they could talk to their sons/daughters into hiring the service.

Overall, the project is beautifully crafted to provide happiness to the target. This is an ongoing issue that worries me a lot, since my grandmother is unfortunately in this type of situation.

Project done at Igeneris. Main branding done by me - brand strategy by Reyes Palomar and me, too.