Brightwater Community Rebrand

The Opportunity
To redesign and reimagine the previously conventional design of Senior Living and to create a brand that focuses on Brightwater’s mission of Living Your Way.

The Idea
I wanted marketing collateral, design work, and ads to feel not only playful but sophisticated, elevating the brand as a whole. By expanding our view of what design can be in this market, we have been able to create engaging design work that makes a difference. Our goal was to create a cohesive brand, even with the many logos in our portfolio.

The Outcome
From overly-traditional design that got lost in the noise, to a fresh new standard of design that is still growing and evolving.

Year
2024 - 2026

Client
Brightwater

Brand Strategy

The team and I focused on understanding the audience and what they look for most when searching for a home for themselves or their loved ones. Moving away from conventional and overly traditional design in this market, my goal has always been to change people’s perspectives on Senior Living and to create an authentic and loving brand - one that focuses on community and care. In this brand refresh, I wanted to reflect;

Honesty & Authenticity
Comfort, Care, & Peace of Mind
A Playful, yet Sophisticated Brand.

By identifying these key words, we were able to find a thread that wove through all of our communities - and one that would make our marketing and design work stand out and feel cohesive.