Villi
Art Director
Designer
Copywriter
Brand Strategy
Naming & Positioning
Brand Identity
Website
Digital Advertising
Social Media
Video & Motion
OOH
Maxim Healthcare engaged The Genesis team to help launch an adjacent new business focused on adults who need a little extra support to live independently at home. The opportunity required a clear name, position and identity that could differentiate the service while building trust with both users and their families.
A modern care brand built on community, compassion and peace of mind.
The Genesis team developed the Villi brand around the idea that it takes a village, offering A Little Help, A Lotta Heart through trusted, vetted members of the local community. The positioning emphasized dignity, independence and reassurance, balancing emotional warmth with practical support. The brand launched into a test market with a flexible platform designed to evolve through in-market learnings, providing a strong foundation for future growth and refinement.
