NutriSenior: a name, a brand and a website for geriatric nutrition in Santiago

Three nutritionists, a new business model, and no website yet

The team is three nutritionists, Danaee Anais, Andrea Valenzuela and Catalina Cuello, who all work in geriatrics: they look after older people’s nutrition, and they guide the people who care for them. Nutritionists are nothing new in Chile, but a business built around older people’s nutrition, sold to the places and people who care for them, was. They had no website, the business itself was just starting, and its name wasn’t settled yet.

That raised a question before any design: who exactly is the client? Here the client and the person who benefits are different people. The one who pays is whoever cares for an older person; the one who benefits is the older person.

Research first: who pays, who benefits, and where to start

So the project started with market research: a full study of the market, the competition, the audiences and their buyer personas, what NutriSenior could offer and how, and the objectives to aim for. My MBA in business and marketing came in handy here.

It found three audiences: care homes for older people, families looking after an older relative, and older people living on their own who want to look after themselves. Care homes were the opening. In Santiago, geriatric nutrition came folded into something else: clinics offered it inside general geriatric care, and independent nutritionists among everything else they do. No one offered it on its own. The research also mapped the long-term care homes for older adults across the city.

The research also shaped the name. The working name pointed only at home visits, while care homes were the main audience, so I recommended a short name that covers both, and NutriSenior was the one the team chose.

The research did more than plan a website. It gave the team a view of the whole business: what’s out there, where they’re heading and how to get there. And it shaped every message on the site.

A brand built on care, then a site built from the research

Branding: an S shaped like a hug

I explored several directions. The first used the N: its shape became a house with a door, for care that happens at home and in care homes, a safe place at a stage of life when people need one. Together we explored the other word in the name, Senior. The S had the shape of a hug, so I reshaped its inner curves into two hands holding each other. The N and that S together are now the brand’s mark and the site’s favicon.

The palette went through three rounds, from bright primaries to the final one, chosen to feel organic, clean and trustworthy: soft sage greens for fresh food and health, a deep forest green for professional trust without the coldness of hospital blue, a warm coral for appetite and human care, and cream, sand and soft gold for the warmth of home. The type pairs a friendly, rounded display face (Degular) with Work Sans for reading.

The brand came as a one-page set of essentials rather than full guidelines: the logo, the mark, the colours and the type, plus secondary elements drawn in the same style: the two hands, a plant, a leaf and a fork with a curl of pasta. The hands repeat across the site’s backgrounds and design details, so the site never felt limited to a logo and two colours.

Branding services, planned with the website

Website: two paths, one clear next step

With the research and the brand in place, I planned the site’s structure, wrote all its words in Spanish and built it, in a clean, modern style that carries the same warmth. Care homes get their own path: meal plans that meet the regulations, nutrition assessments for residents, and training for caregivers and staff, each with its own request button. Families and older people at home get theirs: personal assessments and nutrition guidance. Every page ends in a quote request or a WhatsApp message. The quote form takes three short steps and asks what kind of client you are first, so the team knows who they’re talking to before they reply. The team itself is on the site too, so families and care homes see who they’ll work with.

Website redesign services and new websites

From an idea to a business with a name, a brand and a plan

The team was very happy with how it came together: a design that looks right, works, and rests on research that gave a brand new business a clear start.

Ongoing: care for the site, and search in a later phase

I look after the site now, so it stays up, secure and showing properly. Search comes in a later phase. When it does, the research already says which audiences and questions to aim for, which improves NutriSenior’s chances on Google and in AI answers. The setup is the first step; the best results come from ongoing work.

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