Brand, website & campaigns · Client project
Mo Chroí Care
Brand, website and ad campaigns for an Irish home care company, built to win two audiences at once.
The brief
Mo Chroí Care supports older people and vulnerable adults to live safely at home in Ireland. The name is Irish for my heart.
Home care companies have to win two audiences at the same time, and they are not the same conversation. Families are deciding who to trust with a parent. Carers are deciding where to work, and good ones have options.
A heart that rewards a second look
The logomark is a Celtic knot woven into a heart, drawn as one continuous line with no loose ends. It gives the brand something specifically Irish to stand on without reaching for shamrocks.
Deep green and cream, with a terracotta that carries the calls to action. A serif for the warm lines, a grotesk for anything that has to stay plain.
One system, two conversations
The campaign work runs on two tracks off the same brand. Family-facing pieces lead with reassurance: feel safe, feel supported, feel at home. Recruitment pieces lead with what carers actually weigh up, which is whether the work means something and whether the employer backs them.
Same palette, same knot, same voice. Static posts, video cuts, and printed pieces carrying a QR code for the ones that end up on a noticeboard.
Built and looked after
The site is a custom WordPress build rather than a bought theme, so the brand carries all the way through rather than stopping at the logo. I still maintain it.
Where it is now
Live at mochroicare.ie, running family and recruitment campaigns off the same system.
