SADI
Branch: Elderly Care, Medical, Home Care
Work: Brand Strategy, Visual Identity, Logo Design, Tone of Voice, Art Direction, Brand Guidelines
A brand built around care
SADI – Serviço de Atendimento Domiciliar ao Idoso contacted us looking for a new identity for their home care business.
They are a family-run company with more than 20 years of experience caring for elderly people, so there was already a strong story behind the business. Our job was to turn that experience into a brand that felt professional and trustworthy, but still warm and human.
Starting with the brand
We started by defining what SADI should stand for and how the brand should communicate.
Together, we built the identity around professionalism, empathy, safety, respect and humanised care. We also created a tone of voice that feels soft and reassuring, using simple and approachable language rather than sounding too clinical or distant.
The idea was that families should feel they are talking to experienced professionals, but also to people who understand how personal the decision of choosing a caregiver can be.
Bringing the idea to life
From there, we developed the visual identity.
The SADI logo combines the name with two rounded graphic elements that form a cross, creating a reference to healthcare and medical assistance. At the same time, the shapes appear to embrace and protect the name, connecting the ideas of health, protection and care.
The blue and teal palette reinforces that balance, bringing together trust and professionalism with a softer, more approachable feeling.
Showing the human side of care
For the art direction, we wanted to stay away from the typical cold and clinical imagery associated with healthcare.
Instead, the visual world shows elderly people in familiar, everyday moments: at home, receiving support, having a conversation or enjoying a walk outside.
The final result is a brand that feels professional without losing its human side, reflecting the way SADI has been caring for elderly people for more than two decades.
Client's feedback
“I really enjoyed working with Onyx. The service was very professional and the communication very efficient. SADI’s visual identity turned out much better than we could have imagined. I recommend Onyx as a company that delivers successful results.”
Luiz Claudio, Founder of SADI.
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