Serenity Hospice & Palliative Care has been providing hospice services in Maricopa and Pinal Counties since 2005. Long overdue for a rebranding, they approached us to help reshape their image. Most people who choose hospice care are terminally ill, and are seeking peace and positivity, a life free of medications and stress. So we wanted their brand to feel positive, uplifting, and transformative. A butterfly perfectly symbolizes these things, along with the abstract use of watercolor and paint - a well-known form of uplfiting therapy.