Executive Office of Aging & Independence (AGE)
Agency Rebrand
Reposition the Executive Office of Elder Affairs to increase trust, awareness, and access to programs and services
AUDIENCE
RESEARCH
STRATEGY &
PLANNING
BRANDING
GRAPHIC
DESIGN
Insights: Research showed that independence is deeply personal and widely resonant, grounded in people’s desire to age on their own terms. Empowerment messaging, while positive, felt less concrete to many. The rebrand therefore focused on independence and partnership—clearly signaling access to trusted tools, resources, and support.
Impact: The new brand was successfully launched across the agency, supported by comprehensive guidelines, templates, and training to ensure consistent adoption. From internal communications to consumer-facing materials, the rollout unified messaging and strengthened the agency’s presence statewide.
