The Legacy

what – 5 cohesive marks for a senior living group

goals – Create a system of branding that represents the locality of the community and can be extended as new communities are built.

skills – Branding | Brand Strategy | Color

team – Vicente Yuste (Design Director), Marley Holt (Art Director), and myself (Branding).


The Legacy is the premier senior living group with nine communities across the United States. As part of its expansion strategy, the company wanted a unifying mark that could have subtle differences depending on the locale of the community.

Originally, the marks did not position the Legacy as the luxury brand it was among the pack of other senior living communities. The marks utilized abstracted landscapes and dull color palettes to fit into their locales (as did most other facilities).

Each of the botanicals chosen not only had to be familiar to residents but one that grew locally in each of the diverse regions The Legacy is in. This allows the brand to transcend from a simple etched botanical mark into a tangible experience for each senior and their families

Full Brand  - Botanical marks for each of the five communities I branded.

Full Brand - Botanical marks for each of the five communities I branded.

 

Before rebrand - Legacy at Cimarron (El Paso, TX)

 
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After rebrand - Legacy at Cimarron (El Paso, TX)

 

Brand book excerpts

 
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Business cards - Letterpressed cards for South Plains Directors.