CORE runs the back office for long-term care facilities. Accounting, billing, payables, payroll, IT. The stuff nobody notices until it goes wrong.
Small team, working remotely. Really good at the work.
The outside didn't show it.
Look first. Then build.
Look first.
Before I designed anything, I sent Lee Rooney, their COO, a read on what they already had. What was working. What wasn't. Who they were actually talking to.
That last one matters. Their buyers are owners and operators handing over their books. Those people are looking for steady and careful. So that's what the brand had to feel like, in the colors, the words and the tone.
Steady and careful, on purpose.
A new site, on a platform the team could run themselves. No calling someone every time a name changes.
My first pass at the imagery was too abstract. Lee told me so. For a finance audience, he was right. We pulled it back to something more professional and the site got better.
We also moved the team higher up the page. In a business like this you're buying the people.
Same look, same day, on LinkedIn.
The day the site went live, the same look went onto LinkedIn. The company page and Lee's own.
Then a blog, a posting plan, and two short videos showing Lee how to do it himself. Later, a job posting written in CORE's voice, so even hiring sounded like them.
Lee's first post the new way drew 601 impressions. Small number. Real start.
Live on March 3, 2025. Eight weeks after we first sat down.
The team ran it themselves. Lee came back in 2026 for their trade show booth.
“Doug started by showing us what wasn’t working before he built anything. Eight weeks later we had a website our own team can run, and a LinkedIn presence that finally looks like the company we are.”
Look first, then build. Here the look was an email with a PDF attached. Now it's Enid. Same idea.
People would call this a website redesign. I think of it as getting the outside to match how good the work already was.
How long does a brand refresh and a new website take?
For a small company with one decision maker, about two months. CORE went from first meeting to launch in eight weeks. Bigger teams take longer, mostly because more people need to agree.
Does a B2B services company really need brand work?
If people hand you their finances, yes. They decide whether to trust you before the first call. The site and the LinkedIn page are where that happens.
Do we need a full rebrand?
Usually not. CORE kept its name and its story. What changed was how clearly the outside showed it.
Good at the work and not sure the outside shows it?
Twenty minutes. No deck.
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