Cera is the leading healthcare startup in UK, specialised in elderly and home care. As they were planning a big expansion on the market, the brief was to rebuild their existing brand identity and make their appearance bolder and more disruptive — with the perseverance of reliability and trust among their target audience. The main target audience are children and grandchildren of elderly people who are in need of home care services. Secondary target are the elderly people seeking the services for themselves. Since healthcare is a very sensitive industry, our biggest challenge was to come up with the identity that combines optimism and relief but at the same time communicates trust and relevance. To achieve the goal we created a system that consists of appealing colour palette, simple but strong typography and optimistic imagery. Besides creating a visual identity, we provided a wide range of friendly print and digital assets.