Earth Angels
Case Study

Earth Angels, INC is a nurse-owned, Connecticut-based, temporary staffing group of elite licensed and registered nurses that embrace challenges!

In December 2022 I worked as a Brand and Web Designer with Kelley Roy.

Kelley Roy has been a nurse for 35 years. She has assembled a team of local nursing professionals who have honed their skills and are ready to provide relief, care, and support for clients and families who find themselves facing challenging situations. Earth Angel nurses work closely with the nurses in the Hospice community to ensure that the client and their family members are getting the relief and support they deserve.

The company name perfectly describes her and her business – EARTH ANGELS.

The style Kelley was looking for was something describing her brand’s personality: professional, caring, and compassionate.

Basically, I gathered all the info through the questions, like what she’s doing and how, her vision, frustrations, and her values. Equally important is to collect repeated and relevant keywords to create a brand identity.

Additionally, we wanted to message through a design that when you call Kelley you should feel relief. She’s a professional nurse who’ll be there to help and support you in difficult times.

All keywords are the uniquely essence of what she is trying to communicate, which helped me develop the core brand identity.

I translated all these keywords, values, and vision into a visual language with the right set of elements, colors, typography, and style. I designed not only a logo but also a lot of identity assets which are really important for every brand to express it in a unique and individual style.

The symbolism of the logo is very strong:

  • Earth – which is commonly seen as feminine, the great mother; nourishment, fertility, infinite creativity, and/or longevity.
  • Flying Angel – a messenger of God, characterized as having a human form with wings and a halo. The word suggests goodness. It’s often used to refer to someone who offers comfort and aid to others in times of trouble.
  • Wings – Wings symbolize Courage, Strength, Love, Understanding, Freedom and Victory!
  • Halo – A halo is a symbol of holiness, represented by a circle or arc of light around the head of a saint or holy person.

Primary Typography

Secondary Typography

Color Palette

Web Design

This design is focused on passing on information in the simplest way possible.

Kelley wanted a clean and minimal design with brand colors and an emphasis on call-to-action buttons to be reached out easily.

Please take a look at their website: EARTH ANGELS


Do you have a great business idea or a rebranding vision that you are eager to talk about? I’d love to chat and see how I can help you reach your business goals!

Mariana Miller