Aging Well Eldercare - Case Study

Aging Well Eldercare

Project Summary

Industry: Elder Care Management

Spring Insight Services: Website creation

Year Launched: 2022

Location: Silver Spring, Maryland


Services provided:

  • Logo Design
  • Web Strategy
  • Web Development
  • Web design
  • Accessibility Compliance
Purple Quotation Mark

“The new website truly looks AWESOME!!! ALL CAPS!!!! And it is also so NOT PINK (our previous color)… the colors are both warm and soothing. We’re really, truly pleased with the finished product!”

Purple Flower_Spring Insight Icon

Susy Murphy
Owner of Aging Well Eldercare

Marketing (2) (1)


When Spring Insight started work on the Aging Well Eldercare (AWE) website, we were replacing an old friend. The company’s website was one of the first sites we ever created and AWE had remained a valued client since the launch of that earlier site. While the site was still functional, there had been key changes to the organization that made it a good time to upgrade to a new site.

The organization was named after the original founder and remained so long after her retirement and passing. The organizational leadership decided to honor her in different ways and rename the company to something  that describes the services the organization provides. In addition, the AWE team wanted to make sure their website was accessible to all audiences and so decided to get a certified accessible website that complied with the existing WCAG2.1 AA standards. Finally, the existing site design was starting to show signs of age and a newer, fresher look to match the newer, fresher logo just made sense. 

The Spring Insight Project

The Spring Insight team worked hand-in-hand with Aging Well Eldercare throughout the entire rebranding process. The project began with brainstorming names that changed the narrative from “eldercare” to “aging well.” When AWE chose the name, our team developed a logo that would grow with the organization for the next 35 years.

After solidifying the brand name and messaging, our team tackled the website. The goal was to create a visually attractive website that would soften and neutralize the color palette to keep it inviting and professional for their client demographic. The site needed to be clean and easy to navigate while being thoroughly approachable. 

Because the organization serves an aging population, ADA compliance was essential. Thus, we built the site to comply with Web Content Accessibility Guidelines (WCAG) 2.1 level AA standards.  

Marketing (1)

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