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Care Services · Brand Sprint

LM Alltagshilfe

LM Alltagshilfe brand identity — signature mark and visual system

Client

LM Alltagshilfe

Role

Brand Strategist

Year

2025

Scope

Brand Sprint

The Challenge

A care business built around one person. And that person couldn't be everywhere.

Lukas Mendroch built LM Alltagshilfe on something real: his own presence, warmth, and accountability. In Hessen, clients trusted the service because they trusted Lukas. But a business that depends entirely on one person has a ceiling — and Lukas could see it.

The brand needed to grow beyond him. Not by losing what made it human, but by encoding it into something bigger than any single visit. The challenge: how do you scale a service built on personal trust without betraying the trust that built it?

The Approach

From "Lukas kommt vorbei" to "Der LM-Standard".

In partnership with Steen Digital, the Brand Sprint named the pivot clearly: stop selling the person, start selling the standard. As Lukas put it — "Ich gebe mein Wissen weiter, damit ein System entsteht, das unabhängig von mir funktioniert." That became the strategic foundation: Lukas's values, made scalable.

The brand identity — "Die menschliche Signatur" — holds that tension in a single mark. A handwritten lm. with a Tangerine dot: personal as a signature, systematic as a standard. Warm Graphite and Deep Mocha ground the palette. Figtree type, chosen for its clarity and humanity. Photography direction built around one principle: Echte Menschen. Echte Momente.

Wir wollen jeden persönlich kennenlernen, das ist wichtig.

— Lukas Mendroch, Founder, LM Alltagshilfe

The Outcome

A brand built to scale without losing its soul.

The sprint delivered brand strategy, a complete visual identity and brand guide, and a live website — everything LM Alltagshilfe needs to grow from a founder-led care service in Hessen to the national brand Lukas is building toward.

The system carries his values without requiring him in the room. That was the brief. That's what was built.

LM Alltagshilfe brand system — signature mark, colour palette, and visual identity Colour system — Graphite, Deep Mocha, Tangerine, and secondary palette Typography — Figtree humanistic sans-serif
LM Alltagshilfe website — live production site

Impact

The system Lukas needed to grow.

10,000

Alltagshelfer in the 15-year vision. The brand was built to make that number believable.

3

Core deliverables: brand strategy, brand guidelines, and a live website

lm.

A signature mark that carries Lukas's standard — wherever the brand goes next

Radiologie Ahrensburg Steen Digital

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