Trusted Ally Home Care is a family-owned and operated business founded in 2011 by Candace Honeywell. Candace founded TAHC after becoming inspired by her great-grandfather, Johnny, who spent his life fighting for the rights of himself and his fellow workers. Inspired by his commitment to securing fair rights and his pride in his work, Candace Honeywell founded TAHC, and today they proudly carry on his legacy by providing ex-energy workers with the personalized in-home care they deserve.

TAHC approached YellowDog seeking a website to solidify their brand and reach new clients. They wanted it to reflect the patriotism and pride that former nuclear site workers, like Johney, felt in their work. We immediately saw a promising opportunity to bring a family’s brand story to the forefront, determined to encapsulate their strong message of worker pride and advocacy in their brand. With plans to expand into other regions in the future, TAHC needed a website and brand that would grow with them and serve as a tool to expand its business.

Design & Branding

To visually capture the pride the energy workers felt, we needed strong imagery. However, the confidential nature of nuclear sites made it difficult. To overcome this, we dove deep into national archives, setting out on a treasure hunt for unclassified imagery that would pay homage to the workers’ pride in their past jobs in the field.

With images sourced, we crafted the nostalgic, prideful feeling TAHC desired — textured design elements were intentionally woven into sepia-toned imagery of on-site workers. Website images and marketing materials were designed to appear paper-like, with torn edges and grain, to read as older, nodding to the era in which they were taken.

Web Design and Development

Since TAHC already planned to expand to other regions in the near future, we set up their website to host multiple landing pages for those locations. These quickly came in use as they moved further into the Southwest region, expanding to Nevada and New Mexico. However, with more locations, TAHC struggled to attract high-quality in-home nursing staff amid labor shortages in home health care. To solve this problem, we equipped their site with a recruitment function, adding a career portal and a review section for current employees to provide feedback and share their experiences working with TAHC.

Overall, the TAHC website needed to be an easily navigable hub of resources for those interested in the EEIOC program as well as highlight the outstanding levels of care that TAHC could provide. We fulfilled both of these needs by ensuring that each landing page had clear information on how TAHC operates, as well as imagery that showed the positivity and satisfaction that both the workers and patients feel.

Marketing

TAHC’s goal of building their in-home care brand required expanding their marketing strategy, namely into the Southwest region where their operations were expanding. We did this by creating marketing assets to launch their new presence in the Southwest. By putting the family’s history at the center of promotional pieces, we used their built-in ties to the energy worker community to jumpstart a connection. Direct mailers and print ads told Johney’s and TAHC’s incredible story through strong imagery and copy that let clients know that TAHC is a family business that cares.

TAHC is interested in growing its regional footprint into a national one. To aid their business expansion efforts, we created direct mailers, one-pagers, ⅓-page ads, and even a billboard design that would all cohesively send the branded message.

By increasing its online and offline marketing efforts, TAHC has reached a wider audience and met its goal of helping more workers receive compensation and benefits. YellowDog was proud of our efforts to fortify the TAHC brand through a newly imagined website and an expanded set of marketing and promotional assets.

The brand’s success is attributed to a strong message, effective use of marketing tools, and expert website design. But one main factor driving their momentum is that it remains a family affair. Candace, her grandfather, and TAHC stand up for a belief that enhances the quality of their customers’ lives, and we were happy to help them get their message across.