Project Overview
Client: Ideally Home Care
Industry: Home care services
Scope: Full website design
Website: https://ideallyhomecare.com.au/
Ideally Home Care required a complete visual reset. The existing site and brand language reflected outdated aged-care stereotypes and failed to represent the energy, warmth and positivity of the actual service experience.
The Challenge
Most aged care websites rely on sombre colours, clinical layouts and imagery that portrays older people as frail or dependent. Ideally Home Care wanted to reject that narrative.
The old website used a maroon-heavy colour palette, dark imagery and stock photography that felt foreign and emotionally flat. Combined, these elements created an atmosphere that felt closer to a funeral service than a lifestyle-focused care provider.
The key challenge was to redesign the website so it reflected optimism, vitality and dignity, without losing trust or professionalism.
Design Objectives
- Shift perception away from “end-of-life care” to “living well at every age”
- Create a fresh, vibrant and uplifting visual identity
- Use imagery that felt Australian, local and lifestyle-oriented
- Ensure the website felt open, friendly and easy to navigate
Design Approach
Visual direction
The overall direction was fresh, vibrant and optimistic. The goal was to present later years as active, meaningful and fulfilling.
The client-provided logo featured teal tones, which became the foundation of the colour system. Teal was used consistently across the site to reinforce freshness, calmness and vitality.
Layout and spacing
Generous white space was introduced throughout the layout to prevent visual overload and to create a sense of openness. Content was structured clearly to guide users without pressure or confusion.
Typography
Serif headings were paired with sans-serif body text. This combination balanced a sense of heritage and trust with approachability and clarity, supporting both emotional warmth and readability.
Imagery
Photography was carefully selected to feel light, bright and distinctly Australian. Coastal and lifestyle-inspired visuals helped align the brand with the region it serves, while portraying clients as confident, engaged and content.
Key Design Elements
- Full-site redesign across all pages
- Custom floral and botanical background patterns used consistently to unify the site
- Lifestyle-led imagery replacing traditional aged care stock photos
- Clean, calm iconography supporting content without distraction
The subtle plant and floral patterns became a signature element, reinforcing themes of growth, life and renewal across the website.
Responsive Considerations
The web design process began with desktop layouts and was then adapted for mobile. With traffic split evenly between desktop and mobile users, both experiences were treated with equal priority to ensure clarity, usability and visual consistency.
Collaboration and Feedback
The client response to the initial design was highly positive. Only minor refinements to copy and imagery were requested. The overall visual direction required just one round of feedback, with no major design changes.
Final Outcome
The finished website successfully transformed the brand’s digital presence. The new design replaced heaviness with lightness, formality with warmth, and outdated stereotypes with a more human, life-affirming perspective.
The site now accurately reflects Ideally Home Care’s values, culture and day-to-day client experience – energetic, positive and deeply respectful.
