Framing Empathy Across Every Touchpoint.
Client Brief:
Lincare is the nation’s leading provider of in-home respiratory care, serving nearly 1.8 million patients across the U.S. Their work spans 18 distinct business lines, each offering essential medical services that improve quality of life for people managing serious health conditions at home.
Lincare was ready for a brand transformation, but the scale and sensitivity of the task presented a complex creative challenge. We needed to unite 18 unique lines of business under one cohesive visual system that communicated clinical trust, human connection, and everyday usability. The goal : build a brand experience that felt as compassionate and supportive as the care Lincare provides.
Agency Process:
For Lincare, quality of life was the central theme. We chose imagery filled with greenery, natural light, and active movement to convey a fresh and healthy lifestyle. Settings and actions were aspirational yet relatable, with warm tones and intimate compositions to foster a sense of connection and wellbeing. Production took place over two weeks, involving more than 20 cast members and 8 different locations.
Project Execution:
We designed and executed a three-week production capturing photography across all 18 care lines. Rather than treating each as a silo, we built a shared visual language rooted in warmth, simplicity, and lived experience. Every scene was crafted to demonstrate ease of use, dignity, and real moments between patients, caregivers, and loved ones bridging medical precision with emotional resonance.
Impact:
The visual system we created became the foundation for Lincare’s rebrand—from web and print to product guides and patient-facing materials. By building a unifying creative structure, we helped Lincare communicate their impact more clearly across every touchpoint.
