ReBrand ReView: National Alliance for Care at Home

Elyssa Katz, Senior Director, Marketing and Communications at the National Alliance for Care at Home, sat down to chat about the company’s rebrand. Stick around for a teardown and peek behind the curtain to see how this rebrand went from concept to go-live.

About the brand: The National Alliance for Care at Home (the Alliance) is the leading authority in transforming care in the home. As an inclusive thought leader, advocate, educator, and convener, we serve as the unifying voice for providers and recipients of home care, home health, hospice, palliative care, and Medicaid home and community-based services throughout all stages of life. Learn more at www.AllianceForCareAtHome.org. 

Before the rebrand

Before the Alliance existed, there was the National Association for Home Care & Hospice (NAHC) and the National Hospice and Palliative Care Organization (NHPCO). They were both leading on the frontlines to advocate for their members and for policy changes that would advance the home-based care continuum forward for all. They had even put out a news release hinting at what their organizational future was while exploring collaboration.

“The affiliation of the National Association for Home Care & Hospice (NAHC) and the National Hospice and Palliative Care Organization (NHPCO) had been announced in July 2024,” shared Katz.

“The National Alliance for Care at Home (the Alliance) officially launched its brand on September 5, 2025. Having a gap between the affiliation and the official rebrand gave members of the community time to acclimate to the formation of a new organization,” Katz shared. “But, members were eager to understand what their new home in the care at home community would actually look and feel like.”

Read more in their official brand launch press release.

“Following thorough work by a subcommittee of the Alliance’s Transition Board, the brand rollout was timed deliberately around a few key milestones. We wanted members to feel connected to the brand right away, so the launch coincided with the debut of an interim website that gave members of both legacy organizations access to each organization’s resources through a new single sign-on function,” Katz added. “It also launched ahead of each legacy organization’s final conference in the Fall of 2024, bringing in-person brand activation directly to our most engaged members and empowering them to serve as brand champions throughout the broader rollout.”

The rebrand wasn’t just a merger integration. It also represented a larger movement behind the work that the Alliance was already doing.

“As the serious illness and care-at-home communities continued to evolve, national representation needed to evolve alongside them. We needed to anticipate the resources, advocacy, and support that providers nationwide would need,” added Katz. “The intent behind forming the National Alliance for Care at Home was to give providers across the serious illness, care-at-home, and end-of-life care continuum a stronger partner—one equipped for federal advocacy, an expanded resource suite, peer connections across the continuum, and expert regulatory guidance. It was essential that the new organization embody that mission with a fresh start that signaled where care at home is headed.”

How the brand transformed

“The Alliance Transition Board—composed of board members from each legacy organization—established a Brand Committee responsible for conducting research, including market and member research, that served as the foundation for brand development,” shared Katz. “The formation of the Alliance was a very deliberate process that weighed the care-at-home market, the association landscape within and beyond healthcare, and the needs of each legacy organization’s members: now and into the future. From those inputs, the Board shaped the Alliance’s mission and vision, which then became the foundation for everything that followed.”

How the brand transformed: verbal identity

“The brand was built from strategic positioning first. It’s a common misconception that a brand is just a logo, a font, and a color palette. But, a brand is an organization’s unique identity, value, and position in the market. A brand must be equipped to deliver on the promise that it makes to its customers, or in our case, members,” Katz added.

The Alliance’s core messaging platform

“The Alliance’s core audience is care-at-home professionals and those who support them: providers of home health care, hospice care, palliative care, Medicaid home-and-community-based services (HCBS), and home care,” shared Katz. “We recognized that leaders across this space were facing a crossroads: navigating real-time operational pressures while trying to hold onto a vision for what care-at-home can become. The Alliance exists to be a time-tested, trustworthy ally through both.”

“The longest phase of the rebrand development process for us was the conceptualization of the brand identity and defining what the Alliance needed to be for its members and the care-at-home sector,” Katz added. “Once those fundamentals were in place—the mission and vision—the visual identity came together quickly. We needed to bring that clarity and support to our members. This was made possible by the partnership with Outright, our deft creative partner.”

In reviewing the new website, it has a home-like feel from the warm, yet authoritative language. It also uses Bento design frameworks to make each module feel like a room inside their house.

Their copy is forward-thinking while remaining down-to-earth, and the use of script fonts on other sections of the website drive the warmth and feel of home further.

How the brand transformed: visual identity

“The intentionality of our mission is captured in the logo. The Alliance logo is both an homage to the past and a symbol of the future. It weaves together visual references to each legacy organization. NAHC’s logo featured a waving American flag, and the new icon’s five-pointed star shape draws directly from that imagery. The icon also takes symbolic inspiration from NHPCO’s lotus flower, which represented the integration of care types and the interdisciplinary care team,” Katz shared.

“In the Alliance logo, the sections of the icon are stylized figures standing together in a circle with hands joined. The negative space between them reads as a house. The logo, in other words, represents providers across the continuum of care coming together to build a better future for care in the home.”

“The Alliance brand drew from many sources of inspiration, including other healthcare and association brands, but the largest driver of our vision was the warmth of home itself.”

“Our visual identity is rooted in the place where our members’ patients want to receive care. Healthcare spaces are often associated with cold spaces and harsh lighting. Home is the opposite: warm, soft, and inviting. It’s no coincidence that more people are choosing care at home,” Katz shared. “The Alliance brand reflects this throughline, connecting members to the everyday value they deliver to patients and individuals in communities across the country. It also reflects the Alliance’s role as the professional home for our members and the new home for the care-at-home community.”

Brand architecture: branded house or house of brands?

“Since launch, we’ve been working to update all of our sub-brands and build out a larger brand architecture that encompasses the full Alliance ecosystem,” Katz shared.

“Brand architecture is a clear structure that defines how the core brand, its programs, initiatives, and sub-brands all relate to one another. It establishes the levels of connection between each piece and creates consistency in how the brand is understood externally,” Katz added. “For the Alliance, it prevents confusion and overlap across multiple initiatives, helps audiences quickly grasp the relationship between programs, and reinforces the value of presenting as one connected, trusted organization.”

“We think of the Alliance brand architecture as a house because the brand itself functions as a home. Each level represents a different depth of engagement, and each space has a distinct purpose. This framework shapes how we show up in the world, ensuring that our messaging, values, and experiences are cohesive, intentional, and aligned.”

Ready to turn your brand house into a home?

Here’s what Katz has to say after turning two houses into a unified home.

“First and foremost: remember that a brand is far more than a visual identity. For a rebrand or brand launch to succeed, your organization must be strategically prepared to deliver on the promises it makes to its customers,” Katz added. “When a shiny facade lacks the substance to back it up, that’s when marketing gets a bad name. A strong brand demands not only strong marketing, but also strong strategic, communication, public relations, and effective operations in order to be realized.”

To learn more about the Alliance, check out their website: https://allianceforcareathome.org/

Interested in seeing how a marketing partner can help you bring your healthcare company’s rebrand or brand vision to life? Get in touch with Jenn today.