Note: This case was carried out on behalf of BTTR (digital agency).
Challenge
Avance Care Group served as the overarching organization for several care institutions but lacked its own online presence and unified brand identity. The challenge was to create a strong brand foundation and digital platform that positioned Avance as the leading organization within the group, capable of clearly communicating its vision and impact.
The goal was to merge these two worlds into one cohesive identity, warm enough to reflect care, yet strong enough to inspire investor confidence.
The Solution
I created a renewed brand identity and website that combine structure and emotion. The new design system balances professionalism with warmth, using color, typography, and photography to express trust and clarity. The website builds on this foundation with modular components that make the story easy to follow and the platform scalable for future growth.
This unified brand and digital system present Avance as a modern, credible care group, human at its core and ambitious in its vision.
Branding
The branding for Avance Care Group was designed to strike a balance between innovation and empathy — the two core qualities that define the organization.
To capture this, I created a bold and modern visual identity. Vibrant colors and fluid gradients represent forward-thinking and energy, while a swirl element adds a sense of movement and care. The customized typeface used in the logo combines a professional tone with a warm, human touch.
Every element of the design was carefully chosen to communicate Avance’s values — people first, innovative, and empathetic — in a way that feels both authentic and future-oriented.
Digital Design
The digital experience was shaped around the investor journey. From the homepage, visitors move from understanding Avance’s mission, to exploring its portfolio, to seeing its real-world impact. Each section builds trust through storytelling and design clarity, guiding users from interest to conviction.
By aligning structure, tone, and visual language, the website communicates both care and credibility, helping Avance connect emotionally while positioning itself as a strong, future-focused care group.
The result is a digital presence that feels human, modern, and purposeful, just like the brand itself.
Deliverables
Brand Guide, Brand Assets, Interactive Webdesign, Slide Deck
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