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LivWell Brand Refresh

Logo System, Brand Guidelines, Identity Refresh & Marketing Deliverables

Making small but big changes

After creating the new LivWell App and conducting an extensive discovery process, I gained significant insights into the client, audience, and goals. This knowledge naturally led to a small brand refresh that involved a logo redesign, identity refresh and some marketing deliverables for the LivWell Connects App launch.

Logo System

The legacy LivWell logo was designed specifically for the website, as such the way it was designed limited it's flexibility for other marketing materials. LivWell's growing entrepreneurial endeavors required effective marketing for three entities: LivWell Seniors, LivWell Works, the new LivWell Connects App, and room for future growth. As LivWell's divisions expanded, implementing a logo design system became essential for enhancing brand recognition and providing flexibility for various deliverables.

Legacy LivWell Seniors Logo

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Refreshed LivWell Seniors Logo

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Analyzing the Legacy Logo

To develop a repeatable logo system for LivWell's current and future divisions, I designed a lockup system that accommodates division names and taglines, scales effectively, and performs well in both print and digital formats.

My goals for the logo refresh were to:

  • Create a logo system structure that adapts well to varied line lengths

  • Retain as much of the Legacy logo as possible

  • Flexible for digital and print applications

  • Repeatable and scalable

  • Account for taglines or division sub-headlines

The first step in this refresh was analyzing all the legacy logo variations and recommending tweaks to better serve LivWell's evolving needs. I noticed that the legacy logo had multiple variations with different colors, indicating a system that was too loose and inconsistent. This was prevalent on the marketing materials LivWell shared with me that are currently in circulation.

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I gave some recommendations on how to tweak the original logo and adapt it for the new LivWell Connects app as well. 

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After some exploration and a few rounds of design and tweaks we landed on some final versions for each of the divisions of LivWell.

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The logo system is simple and updated with modern tweaks to clearly represent each division of LivWell. 

Brand Guidelines

The LivWell team was so excited to use these logos and requested a Brand Guide for consistent usage across materials. I created a comprehensive 25-page Brand Guidelines document for them and their partners to reference.

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Marketing Deliverables for the LivWell Connects App

All of this translated into creating marketing material for the release of the LivWell Connects app. 

Employee Onboarding Flyer

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General Awareness Flyer

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Bi-fold General Awareness Brochure

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