The branding needed to resonate with the elderly community by communicating trust and approachability, while also appealing to government agencies to establish credibility and secure funding. It also needed to remain flexible and able to support a wide range of future applications as the program grows.

I began by drawing inspiration from HDI’s mission and creating word lists from key concepts, which led to my initial sketches. From there, I developed a logo with visual elements intended to resonate with the local community and government decision-makers. The chosen sans-serif typeface has a very tall x-height, ensuring the identity would remain legible across both print and digital applications.