Homestyle Direct

We built and designed a website with an e-commerce meal shopping and ordering experience, a multi-level case manager referral form process and integrated it with the company’s CRM system.

Problem

Homestyle Direct recognized the need to evolve its brand to better align with its growing offerings and changing market dynamics—the company had grown from a meal delivery service for food insecurity into a comprehensive healthcare company offering home-delivered meals to Medicaid Advantage and Medicare members.

The existing brand identity was 26 years old and no longer fully represented the company's full offering, necessitating a comprehensive rebranding. The challenge was to develop new messaging and a visual identity that positioned Homestyle Direct as a healthcare company with many meal choices and meals that were medically tailored to specific disease states - heart disease, renal disease, diabetes, gluten intolerance and other chronic conditions. Additionally, the rebranding had to be implemented across all platforms, including an outdated e-commerce website, to ensure a cohesive and seamless experience for multiple audiences: elderly, adult children, healthcare case managers, state agencies and healthcare companies.

Solution

The initial step involved comprehensive market research to understand industry trends, customer needs, and the competitive landscape. This research laid the foundation for developing a messaging strategy that would resonate with the target audience. The key focus was to hone in on the messaging that accurately reflected the brand's values and offerings. Alongside the messaging refinement, a new visual identity was developed and launched. The visual identity comprised a new logo, colors, supporting graphical elements, iconography, font packages and photography style. Once approved and trademarked, we updated the website design, all social media channels, and email templates to reflect the new brand image and messaging. This also included programming a new e-commerce website (not only frontend design), fully designed to meet the needs of multiple audiences, including a shop for meals, referral forms for case managers and information for state agencies and partners. To ensure effective implementation, training and communication were provided to the internal team on how to use the messaging toolkit and all new sales collateral effectively. This step was crucial to maintaining a unified brand voice across all departments and platforms. Included in the training was lots of new swag given out to employees, including puffer jackets, hoodies, stickers, pens, and more! The final step was launching a comprehensive marketing campaign targeting Case Managers, and also the company’s database of current members. The invigorated communications were sent consistently and frequently to both case managers and the existing members. We leveraged Homestyle Direct’s social media channels, CRM databases, and national press releases to communicate new medically-tailored meals, updated menus, and the variety the company provided for its members.

Impact

Here's the exciting part: We met the challenge and exceeded it! Meal orders skyrocketed by an impressive 87% year-over-year, and we grew their customer base by 32% after the first marketing campaign post-rebrand. Now after 2-years, revenue grew from $40M to $60M due to the re-branding, new marketing efforts, strong sales team and stronger operations overall.

Jewish Association of Death Education

Website & Visual Identity

When a brand focuses on educating a community about death practices—before, during and after, it can be a challenge to visualize and also message. Based on a practice in the Jewish religion, the Hebrew word for pebble is also a word that means “bond.” By placing a stone on the headstone, it bonds the deceased with the visitors. We created a brand around rocks, water and the beauty of life. Check out how this brand turned out overall below. What feeling do you get? Also, visit www.jadeinfo.org to learn more about this new non-profit organization.

Website: Since the organization did not exist, our interviews and consumer research revealed insights into what people would want from this entirely new organization—the Jewish Association for Death Education (JADE). From our research, we gained insights that influenced the core services, headlines and messaging that you see in the above website. Visit www.jadeinfo.com

Visuals:

The color palette represented shades of greens and blues. It started with looking at the color Jade and expanded from the color Jade into greens, blues, and water-like tones—water is an integral part of Jewish death rituals and practices, so it made sense to incorporate these colors.

Problem

The journey to develop the Jewish Association for Death Education (JADE) began with a clear recognition of the need for a compassionate, educational resource during the deeply sensitive and challenging times of mourning. Our consumer research and interviews uncovered a profound desire for an organization that could offer solace, understanding, and practical guidance to Jewish individuals grappling with loss. The absence of such a resource highlighted a significant gap in support for the Jewish community and beyond, during one of life's most distressing periods.

Solution

Shubu Creative embarked on an in-depth exploration to understand the needs and expectations of those seeking support in times of loss. This foundational research informed every aspect of our strategy, from content development to service offerings.

With a solid understanding of the community's needs, we crafted a comprehensive brand strategy, laying the groundwork for JADE's core services, messaging, and online presence. This strategy was the blueprint for developing a brand identity that embodied empathy, serenity, and understanding.

We meticulously designed JADE's visual identity to reflect calmness and reassurance, selecting colors and styles that convey a sense of peace. The branding was consistently applied across all touchpoints, ensuring a cohesive and comforting presence.

The creation of the JADE website was the culmination of our efforts, designed to be a digital sanctuary for those in mourning. It serves as a central hub for education, support, and community connection, easily accessible and reflective of JADE's core values.

Impact

The launch of JADE marked a significant step forward in providing targeted support and education for those facing the loss of a loved one. The brand has become a pivotal resource, offering:

Through its calming visual identity and thoughtful content strategy, JADE offers a comforting presence to those in mourning. The JADELINE and core services, easily navigable through the website, ensure that individuals have access to essential resources during their time of need. JADE has fostered a sense of community, providing a platform for shared experiences and support among those who are grieving.

Through strategic insight, creative execution, and a deeply empathetic approach, Shubu Creative has successfully addressed a critical need, creating a lasting impact on individuals and families during their most challenging times.