brand + identity
A not-for-profit long term care residence for Seniors, Kinsmen Lodge approached us to refresh their branding to reflect the dedication and attention they provide to each resident. Inspired by the different “neighbourhoods” within the building, that are all named after local parks, we designed an identity system of trees to represent the brand. All different shapes and colours, each tree is also representative of how each elder is unique and honoured at Kinsmen Lodge. The colour palette was designed to be warm and inviting, which we balanced with a modern typeface and personalized handwritten script for the tagline. The logomark we used a few of the trees to balance on either side of an illustrated house, to again tie in the concept of coziness and comforts of home. Strong branding made a strong foundation for their custom WordPress website, which included Covid-19 safety protocols and visitation forms, sending virtual letters to Elders of Kinsmen Lodge, and online donations for the non-profit organization.