Senior Advocacy Services
Protecting the rights of seniors.
Objective
Senior Advocacy Services, a trusted nonprofit serving older adults in Northern California, needed a refreshed brand identity that honored its 45-year legacy while inviting new attention and engagement. The goal was to bring new life to the organization in a way that felt age-appropriate, accessible, and deeply respectful of its audience. We were tasked with a full rebrand—updating their visual identity, refining messaging, and rebuilding the website on Squarespace for better usability, SEO, and long-term sustainability. Most importantly, the new brand needed to clarify their offerings, grow recognition in the region, and support staff in confidently communicating the organization’s mission, services, and impact with warmth, professionalism, and approachability.
Process
We began by partnering closely with the Senior Advocacy Services team to understand the emotional and functional needs of their brand. Through discovery sessions, we explored what the organization wanted its identity to evoke: trust, dignity, support, and vitality. We also evaluated the unique considerations of designing for a senior audience, including accessibility, legibility, and clarity. As part of our research, we unpacked the roles of HICAP (Health Insurance Counseling) and LTCO (Long-Term Care Ombudsman) within the organization to ensure the new system honored each program while building a unified voice. This foundational insight guided every creative decision, from brand structure to tone, visual expression, and web design strategy.
Solution
The result is a revitalized brand that balances clarity, compassion, and personality. The updated visual identity includes a custom type suite that feels lively yet grounded—capturing the organization’s professionalism while reflecting its people-first values. The website, rebuilt in Squarespace, is intuitive to navigate, easy for the team to maintain, and optimized for accessibility and SEO. Program pages clearly communicate the roles of HICAP and LTCO within a thoughtful hierarchy that reduces confusion and highlights services. Together, the new brand and site position Senior Advocacy Services for long-term success—supporting its mission, strengthening its public presence, and helping more older adults access the care and guidance they deserve.
Project was done in collaboration with JoJo Stassel through The Design Guild