Brand & website · Self-initiated
Caia Care Studio
A care-sector design studio I co-founded, from the name and the mark through to the site it runs on.
The starting point
Most care companies look and sound alike. The same blues, the same stock smiles, the same phrases. That sameness costs the smaller providers doing the better work, because families and carers cannot tell them apart at a glance.
Caia is the studio my co-founder Palmira and I started to fix that for a living. Building it meant treating ourselves as the first client.
A name with somewhere to stand
Caia is a district in Sofala, the province in Mozambique where we live, and it echoes kaya, the word for home in Zulu and other Bantu languages. Care sits in the name so nobody has to work out what the studio does.
The mark is a C built from a rounded square and a set of circles, drawn on a grid so it holds at any size, from a favicon to a site header.
Designed and built in one place
The identity pairs Fraunces, a warm serif, with Hanken Grotesk for everything that has to stay plain. The palette is moss, lime and linen, deliberately away from the sector's default blue.
The site is a static build with no third-party scripts, no cookies and no tracking, which keeps it fast and keeps the privacy policy short and true. Design, copy and code were all made here.
Where it is now
Live at caiacare.studio, working with care companies across the UK and Ireland. The two I had already built for, CareSpaces and Mo Chroí Care, became the studio's first case studies.
