Givers Website Relaunch
2023: Led a comprehensive brand and website relaunch to reposition Givers from an unfocused fintech platform to a licensed caregiving services provider, aligning our brand identity with our evolved business model and target audience.
As Givers matured from a broad financial platform to a specialized caregiver payment service, we needed our brand to reflect this strategic focus. The challenge was communicating trust and expertise in a highly regulated industry while maintaining approachability for families navigating complex government programs.
What changed?
Visual identity: Evolved from generic fintech purple to a more sophisticated, healthcare-appropriate color palette that conveys trust and expertise.
Messaging strategy: Shifted from broad financial empowerment messaging to specific, outcome-focused copy centered on "Get paid to care for loved ones," directly addressing our core value prop.
Photography & imagery: Moved from stock financial imagery to featuring real families and highlighting the emotional reality of caregiving.
Information architecture: Restructured the site to prioritize program eligibility and application flow, making complex government programs more understandable and actionable.
The rebrand successfully repositioned Givers as a trusted authority in caregiver payments, with improved user clarity around our services and enhanced credibility in the healthcare ecosystem.
