Hospice care is a sensitive topic. Since 2004, Serenity Hospice has provided care to over 6,000 patients in the Phoenix Metropolitan Area. A recent management change and fresh corporate philosophy meant it was the perfect time to update their identity.
Butterflies have a great deal of symbolism, but most notably, they represent transformation - something both patients, their families, and the employees of Serenity have gone through. The watercolor painting within the butterfly helps bring it to life, and gives it an artistic feeling. The soft yet bold typography helps anchor the overall look and feel.