HUMANKIND

MAKE LIFE WORK BETTER.

Brand Strategy | Brand Voice & Identity | Website Design | Brand Experience

Young boy on man's shoulders. Colorful gradient background with semi circles floating around them

Humankind is a people-first healthcare company focused on transforming workforce quality of life. Formerly AirCare Health, the brand needed to evolve to reflect its bold mission: improving the human condition through proactive, compassionate care. We partnered with the Humankind team to craft a new brand identity—one that reflects both their audacious approach and their deep empathy for the people they serve.

From AirCare to humankind.

AirCare Health’s proactive, whole-person care approach wasn’t reflected through their clinical, traditional brand. We began by creating a new identity, starting with the name Humankind—a philosophy that puts humans first, and sets the tone for their mission to Make Life Work Better. In keeping with a human-first approach, we introduced approachable lowercase letters, a bold punctuation mark known as the Hope Icon, and a vibrant purple gradient that communicates warmth, energy, and a break from the everyday.

gradient semicircle rising on dark purple background

An icon to inspire.

The Hope Icon—a semicircle that symbolizes Humankind’s core mission: to bring light where there is darkness. It’s a rising sun, a daily promise of progress. Whether used as a graphic element or integrated into photography, this icon gives the brand a distinct and meaningful visual signature.

A tagline that invites action.

We developed the tagline Make Life Work Better as a call to action and a brand promise. It captures the essence of Humankind’s work—meeting people where they are, offering real support, and creating meaningful change. It’s short, memorable, and scalable across channels.

A woman using a tablet, framed by bold, colorful geometric shapes in a modern, abstract design.

A construction worker with a child on his shoulders, both smiling, surrounded by vibrant geometric shapes

Two women sharing a light moment over pizza and donuts during a break in a warehouse, framed in two semi circles

Man on desktop computer looking at Humankind's workforce benefits page

3 mobile screens of Humankind website hero image treatments

A website designed to support everyone.

The website redesign brought all elements of the new identity together in a digital space that prioritizes clarity, compassion, and usability. We overhauled the information architecture, wireframed key user flows, and applied accessibility best practices (WCAG AA) to ensure the site reflects Humankind’s inclusive mission. The result is a user-friendly platform that works for every visitor, on every device.

A purple background with four stickers on it. The stickers say "You Are Enough", "Never Alone", "Tomorrow Is A New Day", and "You Love Someone".

3 Humankind lanyards with bright pink and orange gradient colors

Digital advertising

hand holding a phone with Humankind LinkedIn ad on screen

Social media

9 Instagram image for Humankind Instagram

4 icons: "find" magnifying glass, "engage" speech bubbles, "help" call center headset, "measure" tape measure

Double sided flyer with information about Humankind

Visual language built from hope.

To extend the Hope Icon beyond the logo, we created a full icon system built from its semicircle shape. These icons—used across print and digital collaterol—maintain consistent visual language while supporting content navigation, storytelling, and communication at a glance.