CarePortal

CarePortal was founded in 2015.  CarePortal is a common good technology that locates, meets and delivers real needs in real time. It’s a generosity-forged supply chain that gets the right people involved at the right time, surfacing and solving the types of immediate needs that place families at risk for separation. as the organization grows, CarePortal is positioning itself to be a category leader.
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I was tasked with assessing and determining—and ultimately executing on—a brand positioning that could appeal to new customers without alienating the existing core audience, thus growing the customer base and driving long-term growth.

The website design was a crucial element in bringing CarePortal’s new brand to life. The primary goal was to create an intuitive, user-friendly platform that not only highlighted the organization’s mission but also facilitated meaningful connections between those in need and those eager to help. The site’s structure was carefully planned to guide users through a logical flow—from understanding the mission to engaging with the platform. The design incorporated the new branding elements to ensure that every aspect of the site resonated with CarePortal’s identity, creating a visually cohesive and emotionally impactful experience.

The new branding emphasizes CarePortal’s commitment to a world where care knows no boundaries, with every act of kindness creating a ripple effect of positive change. By integrating modern, clean aesthetics with warm, approachable elements, the visual identity was crafted to resonate with both the organization’s technological capabilities and its compassionate mission. The logo became a symbol of connection, embodying the idea of a portal through which care flows seamlessly across communities. This cohesive and consistent visual language ensures that every interaction with the brand reinforces CarePortal’s mission to connect, uplift, and inspire.