Pikluy a service that gives families back their peace of mind
In brief
Pikluy (Ukrainian for “take care”) is a monthly subscription to care for elderly parents: an online family doctor, a panic button, grocery delivery, minor repairs and a family chat with a coordinator. We found the nerve that all communication rests on, defined a new category and built an identity whose mark was born from two “read” ticks.
Challenge
A new care service — and a brand trusted with the keys to your parents’ flat
Strategy
Define what the service really gives people and how it differs from clinics, delivery services and carers.
Messaging
Find the right words for every audience — from adult children living abroad to elderly people themselves.
Identity
A visual language that is warm and modern — a service people actually want to use.
A sensitive topic — and a category that doesn’t exist yet
- 01 A new category
The market has no idea what a “care subscription” is: the service is easy to mistake for a clinic, a delivery service or social services.
A position that explains itself instantly: a new category, a subscription to peace of mind.
- 02 A sensitive topic
It is easy to talk about old age and worry for parents through fear or guilt.
Speak without fear or pressure: honestly name what parents hide and children sense.
- 03 Four audiences
From young people living in another country to elderly people themselves.
One insight — and separate messages for each audience.
Insight
“They say everything’s fine. But you know…”
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Dad says everything’s fine. But I can hear in his voice that it isn’t.
Adult children aged 30–40 -
Mum had a fall and didn’t tell me.
Adult children aged 30–40 -
I don’t like bothering the kids over every little thing.
Elderly people -
I climbed up on a stool — no big deal.
Elderly people
Pikluy takes away adult children’s anxiety about their parents. Medicine, delivery and repairs are how it gets there.
Market position
A new category beyond clinics, carers and social services: a subscription to peace of mind
Pikluy is Ukraine’s first all-in-one everyday care service for elderly people, where the family pays once and gets everything that’s needed. Every other player on the market covers only part of the need — Pikluy brings it all together in one subscription.
Audiences
One worry — four different voices
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Young people 25–30
They live in another country or city and are building careers. Ironic on the surface, with genuine worry for their family underneath.
What they say I’m far away and there’s nothing I can do.Grandma doesn’t want to be a bother — she says “everything’s fine”. Reply from “Pikluy” You’re far away, and you’re no longer powerless. The coordinator checks in with your grandma every day, and you see how she’s really doing in the family chat — with photos, in place of “everything’s fine”.Key point: the service has to look like a stylish caring start-up, far from a social services office.
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Adult children 30–40
They have kids of their own and a stable income — and constant background worry about their parents.
What they say Dad says everything’s fine. But I can hear in his voice that it isn’t.I can’t drop work and drive over to change a light bulb. Reply from “Pikluy” A handyman will change the bulb today. And the family doctor will call your dad and hear what he isn’t telling you. You’re there for them, even from the office.What they really buy: relief from constant background anxiety.
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Rational 40–50
Less emotion, more control. They count the money and think in terms of systems.
What they say I can’t control everything.I need a clear system. Promises don’t cut it. Reply from “Pikluy” One payment and everything is under control: doctor visits, deliveries and requests in one chat, a report after every visit. You see every step for yourself. -
Elderly people
Active and still independent, yet in need of support. They value their independence and will never be the first to say “I’m not well”.
What they say I don’t like bothering the kids over every little thing.I walk just fine… Well, sometimes my head spins a bit. Reply from “Pikluy” No need to bother the kids — press the button and we’re on our way. And tell our nurse about the “head spinning”: she’ll listen and check everything without rushing.
Campaign slogan
An everyday care service for the ones you love.
Brand platform
Pikluy means “take care” — a name, a call to action and a promise at once
- 01
Mission
Give families back their peace of mind and elderly people their dignity. Millions of Ukrainian families live with daily worry about their parents — we take it away: one subscription, one coordinator, one team.
- 02
Vision
A world where old age is a dignified stage of life. When someone says “Mum is being looked after”, it means “Mum is well, and I can relax”.
- 03
Archetype
Caregiver + Neighbor. Warm and reliable, down-to-earth and approachable. One of us — the trusted neighbor you give the keys to your parents’ flat.
- 04
Character
A woman aged 35–40 with medical training and a warm, everyday tone. She calls just to ask “how are you today?” and only says “all fine” when it truly is. Warm. Simple. Reliable.
- 05
Values
Care without condescension. Humanity in the details. Trust through transparency. Simplicity as respect. A real team — Artem the driver, Olenka the nurse and Sashko the operator.
Mark
The greatest relief is two “read” ticks
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You’re hundreds of kilometres from your parents. You send a message and see only a grey “sent” tick. That is what worry looks like.
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Mum has seen it. The handyman has arrived. The doctor has called. Two ticks mark a promise kept and worry lifted. This is the brand’s DNA.
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Four double ticks converge on the center. Inside are your parents; around them, Pikluy’s services.
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The ticks close the circle and embrace the core — the mark literally shows the line “Close to the ones you love”.
Colors and type
A warm purple — care without the “hospital” chill
- Primary Purple
#8558EDPrimary color: care, reliability, modernity.
- Deep Purple
#2B1857Contrast, accents and depth.
- Pale Lavender
#E7DEFBA light background for large surfaces.
- Alert Red
#F94140Emotional accent and attention signals.
A modern geometric grotesque with soft forms: headlines sound expressive, while rounded details add warmth and friendliness.
Illustrations
The Pikluy team in a line style with a stippled texture: the handyman, the nurse, the driver, the courier. The same trusted people appear in service materials, on social media and on the website.
Communication
Key visuals, a campaign featuring the team and branded vehicles — one warm, recognizable language.
Social media
The carousels speak in the brand’s voice: they name the worry honestly and explain how Pikluy takes it away.
Website
A website that explains a new category and leads to an enquiry
The brand platform became a website. The first screen is the Pikluy film. From there, visitors pick their own fear and see how the service handles it, live through one day of mum’s life in the family chat and calculate what care costs when they organise everything themselves. In place of a single form there are nine paths to an enquiry: a quiz, plans, a gift for parents, a page children send to mum and a checklist of quiet warning signs. For older people there is an accessibility mode built to the WCAG standard: large text, high contrast, no animation. Hover to take a closer look.
Result
The owner got answers to the three questions he brought to market: where the product stands, how to position it and what to say to each customer.
Where the product stands. We validated it: clinics, carers and social services each cover only part of the need. Pikluy creates a new category — a care subscription where the family pays once.
How to position it. We defined it and formally captured it in the brand platform: mission, archetype, character and values. Now decisions on advertising, product or hiring are checked against one document in place of personal taste.
How to communicate next. Messages for four audiences, a call script for managers and an identity with a design system — the mark, palette, typeface, illustrations and key visuals — and a website built on that system. From advertising to a manager’s conversation with a daughter worried about her mum, the brand speaks one language.
What we’ll do for you
A brand people trust from the first touch
When the product is new, the topic is sensitive and there are several audiences. We start with the insight — and finish with a platform, messaging and identity that speak one language.
- 01 Insight and strategic core The nerve every post and every line from a manager should touch.
- 02 Positioning and platform Category, mission, archetype, character and values.
- 03 Audience messaging The right words for each audience — built on one idea.
- 04 Identity and design system A mark with an idea, palette, typeface, illustrations and touchpoints.
Team
- Agency
- DOGMA
- Client
- Pikluy
