Aging & Independence Rebrand

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Reposition the Executive Office of Elder Affairs to increase trust, awareness, and access to programs and services

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.

Client

Executive Office of Aging & Independence

Services

Audience Research

Strategy & Planning

Branding

Media Strategy & Buying