Brand Identity

I designed the brand identity for About Senior Living, a service that guides families through senior care decisions. The system balances professionalism with warmth to convey trust and clarity during an emotionally difficult transition.

The logo combines a simplified home form with two abstract figures in upward motion, representing care, partnership, and forward progress. A refined serif wordmark conveys credibility and stability, supported by the line “Your Caring Partner for Life’s Transition.” Muted greens and earth tones keep the palette calm and reassuring rather than clinical.

The identity scales across digital, print, and environmental use. The icon works on its own for signage and wayfinding, while the full lockup holds up across marketing materials, giving the brand a consistent, human presence at every touchpoint.