Objective: CuppaCare, a mobile app that provides learning resources for care workers, needed a brand identity and marketing communications to help it stand out in a crowded market and persuade decision makers to purchase its platform.


CuppaCare users may lack technical proficiency, formal qualifications and confidence in their learning ability. We needed to ensure that the platform’s brand identity would feel accessible to this audience, encouraging users to engage in the learning materials.

Being a new brand with ambitions to scale up, CuppaCare’s identity and communications would also need to attract and reassure social care employers and senior decision makers – the people who ultimately decide whether to invest in the platform.


By combining CuppaCare’s bite-sized training sessions with a bright colour palette and familiar, everyday imagery, we developed an engaging brand identity. Our branding highlights the app’s ease of use, conveying how users can boost their skills in the time it takes to drink a cup of tea.

Tone of voice was an important consideration: we used supportive, plain English and avoided regulatory, policy-heavy language, keeping all communications easy to understand.

The visual identity is intentionally flexible, allowing CuppaCare to grow into new sectors as it expands its offering. We produced brand guidelines to help the internal team develop its user interface while ensuring that all marketing remains consistent and professional.

Following the completion of this project, we were commissioned to provide further design consultancy for the mobile app interface, and continue to support this worthwhile tech-for-good client.

“I worked with The Co-Foundry on an interesting but quite challenging design project for a mobile performance support system for care workers. They immediately understood the brief, and were subtle and sensitive to the design requirements of our [non tech-savvy] audience. They were a pleasure to work with, taking on feedback really positively, pushing back when they needed to (a vital attribute!) and delivering over and above what was promised.

—Sara Dunn, Founder, CuppaCare

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