Knowing
Care
BrightStar Care was known for quality home care, but its message was getting lost in a sea of sameness. While competitors spoke of compassion and comfort, only BrightStar could credibly claim something more — every patient’s care is led by a registered nurse. The challenge was to shift the story from kindness to capability, helping families recognize the value of nurse-led care in the quiet, unseen struggles their loved ones face every day.
Services / 360 Campaign
Client / BrightStar Care
The Truth
We Uncovered
The hardest part of caring for a loved one isn’t what you see — it’s what you don’t. The subtle warning signs. The slow decline that hides in plain sight. Families miss them. Nurses don’t. That truth reframed everything: BrightStar Care doesn’t just provide help at home; they provide a higher standard of awareness — care that knows better.
The Truth
We Uncovered
The hardest part of caring for a loved one isn’t what you see — it’s what you don’t. The subtle warning signs. The slow decline that hides in plain sight. Families miss them. Nurses don’t. That truth reframed everything: BrightStar Care doesn’t just provide help at home; they provide a higher standard of awareness — care that knows better.
We featured it across every channel — TV, digital, social and print — creating a true 360° campaign for a platform that gives you the full picture.
And then we cranked it up. Partnering with Major League Baseball, we brought the purple turntable to the postseason stage. After every game, the Player of the Game stepped up — onto the branded Cars.com turntable, to be featured while their stats were read on air. During each game, fans were invited to visit Cars.com to find special offers in their area.
The Truth
We Uncovered
Not all care is created equal. When care is led by nurses, it changes everything. Because nurses don’t just respond — they anticipate. They notice what others miss. They understand the subtle signs, the unspoken needs, and the moments where the right decision makes all the difference. That’s not just better care. That’s knowing care.
The Idea:
Knowing Care.
We gave BrightStar Care a powerful, ownable point of view in a commoditized category — positioning the brand not as another provider, but as the standard for nurse-led care. Knowing Care reframed BrightStar’s expertise as both emotional and clinical, grounding compassion in credibility and experience.
The Truth
We Uncovered
The hardest part of caring for a loved one isn’t what you see — it’s what you don’t. The subtle warning signs. The slow decline that hides in plain sight. Families miss them. Nurses don’t. That truth reframed everything: BrightStar Care doesn’t just provide help at home; they provide a higher standard of awareness — care that knows better.
The Idea:
Knowing Care.
A brand platform built around a single, undeniable truth — that when care is led by nurses, it becomes more than compassionate; it becomes informed, proactive, and precise. Not just present, but perceptive. Not just attentive, but aware.
The Truth
We Uncovered
The hardest part of caring for a loved one isn’t what you see — it’s what you don’t. The subtle warning signs. The slow decline that hides in plain sight. Families miss them. Nurses don’t. That truth reframed everything: BrightStar Care doesn’t just provide help at home; they provide a higher standard of awareness — care that knows better.
The Idea:
Knowing Care
A brand platform built around a single, undeniable truth — that when care is led by nurses, it becomes more than compassionate; it becomes informed, proactive, and precise. Not just present, but perceptive. Not just attentive, but aware.
In automotive culture, nothing says “look at this” like the classic vehicle turntable. It’s iconic. It signals a moment. A reveal. So we took that symbol —and turned it into something unmistakably Cars.com.
We built a massive purple turntable, wrapped in brand color. Then we used it to spin up every reason to choose Cars.com: more listings, more verified reviews, and more tools to help you buy the perfect vehicle.
The work clarified the brand’s purpose internally, strengthened its emotional resonance with families, and created a flexible foundation for marketing, recruitment, and franchise communications. Because BrightStar isn’t “someone to keep an eye on things.” It’s nurse-led care — clinically grounded, emotionally present, and backed by a registered nurse.