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Background / Challenge:

Home Care Assistance, a leading provider of in-home care for older adults, approached WANT Branding in need of a partner to create a brand for a new premium care service. The new service brand aims to be the premier partner of choice for families seeking high-end, personalized in-home care for their loved ones. HCA needed a partner who could create a dynamic new brand emblematic of the high-end service offering.


After delivering over 50 names, TheKey was chosen as the final name for the new brand. TheKey denotes a luxurious, premium service delivered with convenience and ease. After finalizing the name, WANT helped HCA acquire and turned to logo development. The final logo design was modeled after several luxury hotel and fashion brands and employs a modern serif typeface, and ornate symbol design.


The new brand was launched in February 2021, and has received positive feedback from internal and external stakeholders. The new brand will stand alongside its parent company, Home Care Assistance, leveraging their decades of experience in providing care for the elderly.


  • B2C
  • Naming landing
  • Brand Strategy
  • Brand Naming
  • Brand Identity

New York, NY

Miami, FL

San Francisco, CA

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