A visual refresh for the world's largest home care brand

Home Instead's mission is to change the face of aging by supporting older adults to live independently in their own home.

To support Home Instead's 2021 rebrand in the UK, we collaborated with their internal brand team to establish a new direction for the brand's photography - one that would be uplifting, honest and human.

Our role:
- Photography and film production

Capturing the bigger picture

Photography is a window into the Home Instead experience and a vital component of their visual language. By telling their story with compelling and authentic photography, we can showcase the many ways ways Home Instead impacts the lives of clients and their CAREGivers.

The essence of home

To authentically evoke the feeling of family and home, we captured intimate photography of clients and CAREGivers in everyday situations. Our photography focused on the connection between clients and CAREGivers whilst showcasing the diverse and evolving ways Home Instead supports clients at home.

Home isn't just a feeling, its a physical space filled with a lifetime of memories. By thoughtfully selecting a range of interiors, we infused each scene with real life objects to add a personal touch to emphasise a sense of life and optimism.

Capturing diverse photography at scale

One of the greatest challenges we faced was authentically representing the range of people, places and international communities Home Instead serves.

To overcome this, we established a global network of talented photographers to source local photography and handled the production from start to finish.

From small screen to the big screen

Home Instead's latest photography direction provides a reinvigorated vision for the brand and opens up new opportunities to connect with customers through integrated campaigns both on and off-line.

We worked with Home Instead to direct and film the TV commercial to launch the new live-in care service in the UK, featured on Sky TV.

We're excited to continue our partnership with Home Instead and their franchisees as we support their mission and the brand's evolution.

Production agency: Growth Alliance
Photographer: Jesper Anhede