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Happy 50+ Brand Identity

"Branding design for Happy 50+ Association, a non-profit organization that provides health support for senior immigrants." Happy 50+ Association, client. ​

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Project Overview

The Problem

Happy 50+ Association is a startup nonprofit dedicated to providing professional healthcare services for senior immigrants in Alberta, Canada, and seeks to establish a distinct brand and recognizable brand identity.

My Role

Brand Designer

The Goal

Developing a unique brand that can effectively represents Happy 50+, encompassing its brand identity, mission, vision, values, brand tone, and overall brand experience .​

Responsibilities
  • Designed a distinctive brand logo that reflects the organization's identity and values.

  • Created a brand brief that includes brand personality, purpose, mission, and vision.

  • Developed a cohesive set of social media graphics to enhance online presence and audience engagement.

  • Produced motion graphics to elevate the overall brand experience across digital platforms.

Design Outputs

Brand Identity Design
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Social Media Design
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Brand Experience Motion Graphics
Brand Brief
Background

Calgary has an estimated population of 100,000 Chinese (CMA 2016), which includes a large group of first-generation seniors immigrants. 

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Those first-generation senior immigrants are facing many challenges in their retirement life in Canada. It is hard for them to find health information and access health services due to difficulty speaking English, cultural barriers, and transportation. They might have mental or health issues and need special supports from medical professionals. ​

About us

Happy 50+ Association is a non-profit organization that serves in the Calgary health care field. We are a group of experienced front-line healthcare workers who have a profound understanding of the challenges and barriers that senior immigrants are facing.

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With our medical expertise, we provide professional health services to elders, which include mental health consultation, senior healthcare advocacy and planning, clinic support, and senior caring. We want our clients to have a happy and healthy retirement life in Canada. ​

Audiences
Brand Purpose

We would like to use our professional skills and medical resources to help senior Asian immigrants to have a happy and healthy retirement life in Canada. 

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Brand Vision

Our vision is to promote the quality of senior immigrants’ lives in Alberta and to help the province building a healthy and vibrant senior community.

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Brand Mission​

We are a bridge between the Alberta health care system and senior immigrants. We provide various professional health services to elders, including mental health consultation, senior healthcare advocacy and planning, clinic support, and senior caring. We are also forming a senior immigrant community in Alberta by holding various social events. 

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Brand Personality

Happy 50+ embodies the spirit of a caregiver — nurturing, supportive, and always present when needed. We are benevolent in our intentions, joyful in our service, and professional in our approach.

Brand Adjectives:​

Professional

Caring

Benevolent

Joyful

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Brand Touch Points

Social Media: WeChat, Youtube

Digital Platform: Website

Prints: brochure, poster, and flag

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Brand Color

Primary Colors

Secondary Colors

Brand Typography

Logo Type

Title

Heading 1 

Heading 2

Body

Caption

Lato Regular 18pt

Lato Regular 30pt

Roboto Regular 20pt

Lora Regular 18pt

Roboto Regular 14pt

Roboto Regular 9pt 

Happy 50+

Happy 50+ Association

Happy, Healthy, Lively, Secure

About Us

Happy 50+ Association is a non-profit organization that provides health supports for senior Chinese immigrants in Calgary Canada.

The photo was taken by the photographer, James Wan, in 2020.

Design Process

Moodboard
Logo Design - Thumbnails
Logo Design - Discussion Roughs
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Logo Design - Refinements
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Logo Final Design
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Reflection

Happy 50+ was one of my freelance projects. The organization was a startup, and its stakeholders were looking for a branding professional to help create a unique brand identity. They reached out to me with their business ideas and goals, and this project gave me the opportunity to build a brand entirely from the ground up.

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Taking the time to explain what branding is and how it could benefit their business helped build trust between us. It also gave the clients a clearer understanding of the value behind each design decision.​​

Through in-depth conversations with the clients, I helped them define their brand purpose, mission, and vision. This experience showed me how crucial it is to understand a client’s business challenges and long-term goals early in the design process.

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After learning more about Happy 50+’s future business goals, I developed a brand framework that not only reflects their current services but is also flexible enough to grow with them—especially as they expand into smart healthcare solutions for seniors in the future.

GET IN TOUCH

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Interested in learning more about my work or how we can collaborate on an upcoming project? Reach out today.

©2025 by Wen Creative Design. 

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