Challenge
Careline Health Group and Optimal Home Care & Hospice were merging to form Optimal Care. The challenge was to unify two established organizations into one cohesive brand while expanding services to include physician services, home health care, and hospice. The new brand needed to build trust with existing patients, clearly communicate expanded offerings, and appeal to new patients and physicians in a competitive healthcare market.

Solution
A refined brand identity was created to reflect professionalism, compassion, and clinical excellence, with care at the forefront. The visual system balanced warmth with a modern, elevated aesthetic to position Optimal Care as a best-in-class provider.

The brand and website launched together, creating a clear, consistent experience across all touchpoints. The website simplified service navigation for multiple audiences while reinforcing credibility and trust through thoughtful messaging and design.

Result
The new brand successfully introduced Optimal Care as a unified healthcare leader offering a full continuum of care. Existing patients experienced a smooth transition, while the elevated brand and digital presence helped attract new patients and physicians. Overall, the rebrand strengthened market differentiation and reinforced Optimal Care’s commitment to high standards and compassionate care.