Villi

Maxim Healthcare, a large privately owned healthcare services company, launched a new adjacent offering to help adults live independently at home with support from their community. Genesis was brought in to build the brand from the ground up—starting with naming, positioning, and visual identity.

I worked as lead designer on the project, helping craft the Villi brand, rooted in the idea that “it takes a village.” Our goal was to create a warm, trustworthy presence that speaks to both users and their families, emphasizing care, convenience, and peace of mind. From identity and brand guidelines to marketing collateral, social, and digital presence, we built a system to scale with the service as it grows.