Founded By A passionate
Team Of Industry Veterans dedicated To Elevating
The Adult Care Experience
How It
all Started
After more than eight years in senior placement and over twenty years of hands-on caregiving experience, we saw a clear need in the adult care home industry. Families were often looking for smaller, more personal care settings, but many exceptional care homes were difficult to find, hard to understand online, or missing the professional marketing tools needed to communicate the quality of care they provided.
At the same time, care home owners were doing deeply meaningful, demanding work every day — often without the brand presence, website, photography, messaging, or marketing support needed to help families feel confident choosing their home.
After more than eight years in senior placement and over twenty years of hands-on caregiving experience, we saw a clear need in the adult care home industry. Families were often looking for smaller, more personal care settings, but many exceptional care homes were difficult to find, hard to understand online, or missing the professional marketing tools needed to communicate the quality of care they provided.
At the same time, care home owners were doing deeply meaningful, demanding work every day — often without the brand presence, website, photography, messaging, or marketing support needed to help families feel confident choosing their home.
Intentional Care Design Co. Was Created to Bridge That Gap
The Faces
Behind
the Brand
We are Mary, Emily, and Bess. We bring years of experience supporting providers, families, and older adults through the placement process. Our work has given us a deep understanding of what families are looking for, what questions they are asking, and what helps them feel confident in a care decision. We are equally passionate about helping hardworking care home providers be seen, appreciated, and positioned for long-term success.
Our team also includes creative professionals who help bring each care home’s vision to life. With a graphic designer on staff, we are able to create cohesive, professional branding and marketing materials that reflect the heart and personality of each home. We also partner with a contracted interior designer to support projects that include decor, styling, layout, and overall home presentation. Together, this allows us to offer care home providers a thoughtful blend of strategy, design, and practical support — helping each home feel both professional and welcoming to the families they hope to serve.
Mary Shanafelt
Co-Founder | Client Services Director
Bess Lindahl
Co-Founder | Director of Operations
Emily McNulty
Co-Founder | Creative Director
Your Care is
Valuable. Your Home
is Unique. Your Brand
Should Reflect that
At ICDC, we help care home owners clarify their message, strengthen their brand, improve their marketing, and create a more welcoming first impression — both online and in person. Because when families can clearly see the heart, professionalism, and quality behind a care home, they are more likely to feel confident taking the next step.
Contact Us Today to
Learn More & Schedule
your Consultation!
ABOUT THE STUDIO
From visual design and branding to your tour experience and marketing strategy, we’ll help every element work together so families can clearly see the quality you offer and feel confident choosing your home.
DIRECTORY
503.208.4594