House of brands or a branded house?
Circulo Health acquired Red Door, a Home and Community-Based Services (HCBS) provider supporting people with Intellectual and Developmental Disabilities (I/DD). This acquisition marked a new offering for Circulo.
What do we call it?
Circulo needed to bring the Red Door brand into its brand without losing or confusing its existing clients.
Let’s ask someone who knows
I interviewed Red Door’s founders, learning why they started the company, what set it apart from others, and what elements we needed to immortalize in the new brand. These included prioritizing each individual’s independence and creating opportunities for them to thrive.
I partnered with our Sr. Copywriter to create a voice and tone guide, working with an SME to create respectful and inclusive language. I worked with our Sr. Graphic Designer to visually bring the brand to life.
Circulo Homes
The name was simple but thoughtful. It came from one of the founders who said, “We provided homes, not houses.” This allowed us to bring Red Door into Circulo’s “branded house.” The language was intentional and followed the guidelines set by the I/DD community, “Nothing about us, without us.” And the visuals brought all of these sentiments together using beautiful, abstract illustrations of bodies, without faces - so that anyone could see themselves represented through the lines.
The Circulo Homes Team
Willy Bravenec | Chief Product and Design Officer Alaina Johnson | Sr. Designer, Art Director Sam Lamph | Sr. Copywriter, Verbal Content Design Lead Patrick Mahoney | Creative Director Rachelle Cummings Creative Director, Brand Strategist, Copywriter