discovery + research / brand strategy / audience persona development / logo design / messaging development / visual systems design / brand style guide / marketing collateral design / multi-channel marketing campaign / pr / video production / digital, print + social advertising / television + radio advertising / media buying + planning / acquisition messaging + brand integration

Andwell Health Partners (formerly Androscoggin Home Healthcare + Hospice) is the largest independent non-profit home healthcare organization in Maine. Warp + Weft has been their branding partner for almost 10 years and, most recently, helped them with a comprehensive rebranding. Over the last decade they have undergone tremendous growth and now serve all 16 Maine counties with expanded healthcare services. Their name, Androscoggin Home Healthcare + Hospice, no longer fully represented who they are, what they do, or where they are going.

Develop a new name and visual brand identity that honors and celebrates their mission, while preserving the brand equity they’ve built within Maine. This was accomplished by crafting a new name that has deliberate ties to their roots and allowed us to preserve aspects of their visual brand identity that the community already recognizes. Everything from signage to apparel to their website was rebranded. A six-month launch program was developed to communicate the changes, gain buy-in from employees, partners, and patients, and publicly launch the new brand.

Through the collaborative efforts of Andwell Health Partners and Warp + Weft, the new brand launched in May of 2024 to significant accolades from employees, patients, and the healthcare community. The partnership didn’t stop there. In 2025, Andwell acquired Hospice of Southern Maine (HSM), the region’s leading hospice provider, and turned to us again to help tell that story. We built a phased communications and brand integration plan, guided by a simple promise: Shared Values. Expanded Care. The work honored HSM’s legacy, reassured patients and families that the care they count on remains unchanged, and welcomed a new community into the Andwell family. Nearly a decade in, it’s simply one more thread in a relationship we’re proud to keep weaving.