CUIDKERS

Cuidkers is a Spanish start-up, half-way between a community platform and a services platform for families. It is a social innovation initiative and a pioneer in its field, founded with a desire to promote the role of family managers and the importance of carers. This vision, which was ahead of its time, led us to carry out a full context analysis in which we identified the root causes of what we call “new sensitivities”. We focused on a key part of society, whose value has been historically invisible, as it has traditionally fallen on the shoulders of women: family management. We provided the project with a new vision, with global reference points, creating a strategy to define the brand’s assets and effectively communicate Cuidkers’ value proposal.

In line with our cultural model, we designed a bespoke style for a project which is part company-based and in part a social movement. We wanted to transmit the same human quality and the experience of learning and evolution that we ourselves had, alongside its managers throughout the project. We realised that, as well as being a business project, Cuidkers is a lever for change, a transformative agent based on values and knowledge.

We empowered this perspective so that it had the maximum possible impact on society. We developed a strategy of connections, products and services capable of making a source of empathy, both ahead of its time and enlightening, become tangible.
Because many of the large-scale changes to our society are taking place in our homes, and those who run and take care of our homes are often (but not always) women, they need a new sense of community, service and importance.

Company website: cuidkers.com