Papa

No one can do it alone

Papa is a new kind of family and senior care provider connecting humans who can help, with humans who need some help. SE Studio created a solid but friendly brand identity supplemented with joyful colours and hand-drawn imagery of human faces.

Illustrated graphic of diverse cartoon faces on yellow circles connected by a flowing blue ribbon shape, on a cyan background, suggesting community and connection.
Person smiling and wearing a royal blue t-shirt printed with "Hi!" and "papa" in cyan text, against a yellow background.
Person holding a hot pink tote bag featuring a large stylized letter "e", a circle with "papa" text, and a heart icon in pink tones, wearing light jeans and white sneakers against a pink background.
Cheerful elderly woman wearing glasses and maroon overalls, holding a wicker basket of red hibiscus flowers and a straw hat, laughing outdoors under a pergola in a garden.

With humans at the heart of what Papa offers and why, we knew that we had to design an identity that landed with more of a human touch, than a business-y one.

At the same time, Papa offers crucial services that shouldn’t be taken lightly.

That’s why we started with a solid, but friendly logotype, and supplemented it with joyful colors and hand-drawn imagery of human faces from all walks of life.

Elderly man playing chess with a younger person in a cozy living room with plants, a gray couch, red pillow, and artwork on the wall.

A solid, but friendly logotype, supplemented it with joyful colours and hand-drawn imagery.

To develop Papa’s tone of voice, we created a manifesto that gets to the heart of why the brand exists. From there, we wrote website copy and headlines that reach out to the world, while staying rooted in the ethos of the company.

Two navy business cards for Andrew Parker, Founder & CEO of Papa, showing contact details (andrew@papa.com, 786 555 3456, papa.com) on the front and the Papa logo on the back, displayed on a blue surface.

Creative Direction, UX, & Design: Lindsay Gravette
Design, UX, & Animation: Juha-Pekka Laurila
Additional Design & Direction: Margaretha Andreassen
Copywriting: Michele Jaret