What if home care felt like home?

Compassion Home Care is Newfoundland & Labrador’s largest homegrown home care provider. When they approached us, they had two major business considerations: a new, modern brand and assets and a need for increased recruitment. The demand for Personal Care Workers in Newfoundland is rapidly growing alongside an aging population, and their recruitment process and materials needed to match the demands of the modern workforce of Newfoundland.

Newfoundland is a unique place, rural homes peppering cliffs and outports with trinkets and crafts as threads to a simpler life for much of our aging population. We wanted every piece of the brand to feel this warmth, far removed from the sterility of medical brands.

Using quilts and the poetry of the harbours as brand stepping stones, the complete scope of work included a brand refresh, two hero videos (a brand showcase and a recruitment specific piece), new website, signage at each of their locations, and digital media (pre-roll video, paid search, paid social, and display ads).

Our integrated approach delivered real results. The refreshed brand and tailored recruitment campaign resonated across demographics, driving high engagement and action—especially among younger audiences. With strong performance across video, social, and search, the campaign attracted talent, elevated the brand, and met the client’s urgent hiring goals.