All work

Carewell

A site redesign that became a full rebrand for a caregiving startup.

Role: Lead UI/UX Designer & Visuals
Process: Wireframing, UI kit, user testing, visual design, brand and marketing assets
Client: Carewell. Healthcare e-commerce

The Carewell site on a phone, held by someone relaxing on a sofa

Carewell mobile screens: product categories, customer stories and a caregiver favourites shop

Carewell, an e-commerce site and resource for caregivers, began as a redesign. When the founders decided to change the company’s name, it became a complete brand overhaul.

That broadened my role to visual and brand design, plus business and marketing materials, working closely with the founders.

The hard part was consistency: every touchpoint had to keep the trust of existing customers while attracting new ones.

$5Minitial seed round
$25Msecond round in 2021, after my involvement

From redesign to rebrand

The name change was pivotal for the brand’s new direction and meant re-evaluating its whole identity, from the visual elements to the messaging on every platform. It needed quick adaptation and a collaborative approach to bring every stakeholder along.

Carewell’s two founders sitting outdoors — Carewell’s founders, who I worked with directly.

Audit, then wireframes

We reviewed the existing site and user needs, benchmarked competitors and dug into the analytics with stakeholders. A full site audit, user surveys and task analysis set the priorities.

Wireframes then blocked out reusable sections, so layouts stayed consistent across pages and could change quickly after testing.

Carewell page wireframes built from reusable sections — Wireframes built from reusable sections.

A full Carewell page, wireframed from top to bottom — A full page, wireframed.

A warm, friendly brand

Most carers work alone, so the new brand needed to feel warm and friendly. Light, bright colours and clean lines kept it fresh and modern, and the site stayed easy to navigate.

The new homepage, top to bottom.

The Carewell team, photographed outdoors

Pitch decks to Canva templates

The rebrand became a chance to redefine how the startup presents itself everywhere: email funnels, investor pitch decks, and Canva templates so the team could keep its marketing consistent on its own.

$5M → $25MCarewell raised an initial $5M seed round, followed by a $25M second round in 2021, after my involvement.

Carewell email headers and social graphics using the new illustrations — Marketing assets in the new brand.

This project began as a site redesign and became a full rebrand. You have to embrace flexibility.