CarePortal Branding

CarePortal is a tech platform that connects community members to real-time needs of children and families in crisis. As the platform grew, its identity no longer reflected the clarity or confidence of its mission. The logo mark was often misinterpreted, the visuals felt dated, and the overall brand lacked the cohesion needed to unify internal teams and resonate with new audiences.

I led the rebrand from strategy through execution, creating a fresh, unified visual identity that embodied CarePortal’s mission of connecting care through technology.

Client

CarePortal

Timeline

4 months

Role

Creative Director, Brand Designer

Link

careportal.org

The objective was to redefine CarePortal’s identity to reflect both heart and innovation. The new brand needed to communicate connection, trust, and purpose—visually representing a bridge between technology and community care. The rebrand aimed to:Correct misinterpretations of the existing logo.Create consistency across marketing, digital, and app environments.Equip teams with a cohesive system that builds recognition and clarity.Strengthen emotional resonance with donors, partners, and users.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.
‍
The existing visual identity lacked cohesion and clarity. Users and partners frequently misread the logo mark, associating it with unrelated symbols instead of its intended meaning of care and connection.At the same time, internal teams struggled to apply branding consistently across platforms and communication materials. Leadership needed a rebrand that was unmistakably CarePortal—modern, confident, and instantly recognizable—while maintaining the heart and humanity at the center of the mission.

Our approach began with a full exploration of what “connection” meant for CarePortal. The founder envisioned a mark that could clearly represent the initials C and P while visually communicating care-sharing—something human and technological at once.I led the creative development of the new logo system, color palette, and typography hierarchy, ensuring that every element spoke the same visual language. The refreshed palette introduced warmer, more grounded tones balanced with clean, modern neutrals, representing both compassion and credibility.Beyond design, a large part of this project was cultural. Many teams didn’t know how to implement branding or use assets consistently. I built brand guidelines, wrote internal processes, and trained staff on how to apply the new system across presentations, campaigns, and digital tools.We launched the rebrand at the annual CarePortal Conference, revealing the new identity through on-stage visuals, updated marketing materials, and a coordinated digital rollout across the website and app.

Post-launch, the new brand unified all CarePortal touchpoints — from marketing materials to the app interface. The refreshed identity improved recognition, consistency, and emotional connection with partners and users.

Internally, teams adopted a shared visual language that strengthened communication across departments. Sales and support teams now represent the brand with one cohesive voice, improving clarity and confidence in how CarePortal is presented to the public.

Note: The CarePortal logo system I designed has been officially trademarked by the organization, reflecting the distinctiveness and long-term viability of the brand mark.