LISA HANLEY
Creative Director
Caring for caregivers
Designit leaders set out to create an app that would fill a gap in the health and wellness market. Our team of creatives, strategists, researchers, and UX designers worked together to uncover an untapped market: caregivers. We focused our efforts on the subset of caregivers taking care of older adults, as the Boomer generation is going to need quantifiably more care in the near future.
What does Cara do?
Our mission for Cara was to be both a psychological safe space and an informational hub for caregivers. The app is designed to be AI-driven to give the user a personalized experience, keeping track of their emotional well-being while providing resource support throughout the caregiving journey.
Creating more than just an app
The Cara brand needed to elicit the feeling of a familial caregiver and trusted friend. We designed the brand identity around the pillars of empathy, trust, and support. We did a deep dive into the brand’s tone of voice to reach the sweet spot between comfort and clarity. We planned to introduce Cara to the audience through a cross-platform social launch campaign that speaks to the audience as a loved one would—recognizing the struggles of caregiving, but letting them know they’re not alone and help is here.
Director’s cut
This app is currently in prototyping, with hopes to one day make it to the app store.
Credits
Designit — The team on this one is massive, so here are the special shoutouts: Malcolm Montgomery, Logan Barnes, Kin Lok, Ellen Hafer, Derek McLellan, Zach Hoedl, Jemimah Ekeh, Emmy Silverman, Kathryn Orr, Kara Tiernan-Herring, Julianne Andersen, Kevin Zwier, Anya Ermakova, Myles Washington III, Amir Hamer, Kaitlyn Jackson