The challenge

Founded by dementia specialist Dr Emma Williams, Emwillcare is dedicated to improving dementia care through evidence-based strategies and compassionate innovation. Central to this mission is Less Distress — a first-of-its-kind app that predicts and prevents distressed behaviours before they escalate.

While initial branding supported early investment efforts, it lacked the clarity and credibility required to communicate the brands’ warmth, expertise, and technological depth. Our task was to create two connected visual identities that captured both the human and intelligent nature of the company and product.

Our approach

We began by immersing ourselves in the world of dementia care — exploring the emotional, operational, and behavioural realities faced by carers and those they support. Through a detailed brand workshop with Dr Williams, we defined the purpose, values, and emotional drivers that underpin both brands: compassion, empathy, dignity, and transformation.

This insight formed the foundation of our creative process, ensuring that every design decision reflected the brand’s central message — we’re here to help you.

Our solution

We created distinct yet unified identities for Emwillcare and Less Distress, each expressing empathy, expertise, and innovation through refined design systems. Logos, typography, colour palettes, and bespoke graphics were developed to balance compassion with precision, supported by a coherent visual ecosystem spanning print, digital, and UX.

The result

The new brand identities gave Emwillcare and Less Distress a confident and authentic presence — enabling the brands to communicate their purpose with clarity and emotion. The result is a humanised visual language that connects technology and care, strengthening their position as leaders in transforming dementia support.