Homage Branding & Playbook

Client: Homage Co Pte Ltd

Creative Direction & Design | Brand Identity Development

Homage is a caregiving and health solution that serves thousands of families in Singapore, Malaysia and Australia, allowing seniors to age and recover with grace, dignity and control.

Upon joining Homage in 2021, I was tasked with developing and expanding upon how the Homage brand was being used internally. The existing identity was not quite fleshed out, with inconsistent messaging and cookie-cutter design elements acquired from 3rd party assets.

The aim of the project was to standardise the way the Homage brand was presented to all stakeholders, from our customers to our care professionals providing our services. Everyone writing, designing or representing Homage needed to project a single clear image to the various audiences interacting with our brand.

To truly build a brand framework that was scalable, I distilled brand information and messaging from various internal sources into one source of truth. Based on this, designs elements and guidelines were determined and built from scratch based. What resulted was a detailed and clear intention regarding the brand’s identity moving forward and could then be used to create advertisements, collaterals, and even UI elements for the mobile application and website.

 How do you communicate quality of care?

The concept of care is intangible, so it must be a gut feeling we need to instil through our aesthetics and messaging.As such, our brand system is designed to inspire confidence and trust, accurately reflecting the care needs of our customers. 

Whether it’s a helpful tip on a complex health issue or a heartfelt story between our care professionals and care recipients, we believe that everything we create for the Homage brand should be helpful + compassionate.