Young boy on man's shoulders. Colorful gradient background with semi circles floating around them

Make life work better.

HUMANKIND

Humankind is a people-first healthcare company focused on transforming workforce quality of life. Formerly AirCare Health, the brand needed to evolve to reflect its bold mission: improving the human condition through proactive, compassionate care. We partnered with the Humankind team to craft a new brand identity—one that reflects both their audacious approach and their deep empathy for the people they serve.

From AirCare to humankind.

The original logo leaned clinical, with cool tones and traditional styling. We reimagined the logo under the new Humankind name, introducing lowercase typography for approachability and a bold punctuation mark: the Hope Icon. The vibrant purple gradient signals warmth, energy, and a break from convention—anchoring the identity in human connection.

gradient semicircle rising on dark purple background

An icon to inspire.

The Hope Icon—a semicircle that symbolizes Humankind’s core mission: to bring light where there is darkness. It’s a rising sun, a daily promise of progress. Whether used as a graphic element or integrated into photography, this icon gives the brand a distinct and meaningful visual signature.

A tagline that invites action.

We developed the tagline Make Life Work Better as a call to action and a brand promise. It captures the essence of Humankind’s work—meeting people where they are, offering real support, and creating meaningful change. It’s short, memorable, and scalable across channels.

A woman using a tablet, framed by bold, colorful geometric shapes in a modern, abstract design.

A construction worker with a child on his shoulders, both smiling, surrounded by vibrant geometric shapes

Two women sharing a light moment over pizza and donuts during a break in a warehouse, framed in two semi circles

A website designed to support everyone.

The website redesign brought all elements of the new identity together in a digital space that prioritizes clarity, compassion, and usability. We overhauled the information architecture, wireframed key user flows, and applied accessibility best practices (WCAG AA) to ensure the site reflects Humankind’s inclusive mission. The result is a user-friendly platform that works for every visitor, on every device.

A purple background with four stickers on it. The stickers say "You Are Enough", "Never Alone", "Tomorrow Is A New Day", and "You Love Someone".

3 Humankind lanyards with bright pink and orange gradient colors

What we delivered.

Brand Strategy

Research & analysis
Core essence
Differentiators
Personality
Tone of voice
Brand Voice & Identity

Elevator pitch
Brand promise
Tagline + descriptor
Value propositions
Logo
Color palette
Fonts
Photography style
Iconography
Brand book
Website Design

Digital strategy
Wireframes
Copywriting
User experience/user interface (UX/UI)
Responsive design
Accessibility
Animation
Reporting & Analytics
Brand Experience

Brand launch campaign
Social media
Presentations
Event design
Brochure
Business system

Learn more about our branding services

hand holding a phone with Humankind LinkedIn ad on screen

Digital advertising

9 Instagram image for Humankind Instagram

Social media

4 icons: "find" magnifying glass, "engage" speech bubbles, "help" call center headset, "measure" tape measure

Double sided flyer with information about Humankind

Visual language built from hope.

To extend the Hope Icon beyond the logo, we created a full icon system built from its semicircle shape. These icons—used across print and digital collaterol—maintain consistent visual language while supporting content navigation, storytelling, and communication at a glance.