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InnovAge

Life on Your Terms

The Challenge

To redefine how America thinks about senior care by rebranding seven individual companies under one unified brand voice that shines a positive light on what it means to truly live an independent life in your golden years.

Our Role

  • Brand Strategy
  • Media Strategy
  • Name & Logo Design
  • Brand Identity
  • Program Print Collateral
  • Television
  • Website
  • Mobile

The Solution

To buck stereotypes and be the premier example of senior care in America today. By developing the “Life on your terms” brand positioning, we were able to build a strategic roadmap starting with a new name, a new brand identity, new marketing and a new brand purpose that would resonate with equal power for stakeholders, family members and their loved ones. In short, we found a new way to tell a passionate and inspirational story for InnovAge that highlights their ability to reinterpret how senior care will be managed and perceived for the future.

Print advertisement of an older gentlemen in a well-furnished living room with art on the walls.
Print advertisement of a older women standing in front of a southwestern style building surround by flowers and plants.Photograph of the interior pages of a beautifully designed Annual Report.Four print advertisements featuring four district older people looking both happy and determined.
Innovative, new design for the Innovage logo.Print advertisement featuring a older man surrounded by plants.

The Impact

InnovAge is now seen as a leader and a shining example of what the industry should be—rather than just another example of what it has always been.


“Life on your terms” instilled a sense of pride and alignment among employees, participants and key stakeholders, creating a rallying cry everyone could get behind. Our campaign generated a 37% increase in awareness of InnovAge and produced increases in call volume, web traffic and overall program enrollments.