Care.com's 2025 rebrand was built around a simple truth: care is emotional, personal, and often invisible—and the brand needed to reflect that. Care.com serves families and caregivers across child care, senior care, adult care, pet care, and home care. As the business and the realities of modern care evolved, the brand needed to evolve with it—without losing the trust it had built over time.
We reimagined the identity, voice, and visual language from the ground up, creating a flexible system designed to work across product, marketing, and enterprise. The focus wasn’t just on looking modern, but on showing up with empathy, clarity, and humanity.
The rebrand launched nationally and helped drive strong lifts in awareness and consideration, contributing to Care.com’s first year-over-year membership growth quarter in nearly four years.
At its core, Care.com's rebrand treats care not as a transaction, but as a relationship—and reflects the people who live it every day.
Role: Executive Creative Director
Branding Agency: Manual Creative
Creative Agency: Bandits & Friends
Photography: Collin Hughes
Illustration: Tommy Parker
2025 Rebrand
TV/Digital Creative: When It's Not You, It's Care.com
