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. ​
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
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Designed a distinctive brand logo that reflects the organization's identity and values.
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Created a brand brief that includes brand personality, purpose, mission, and vision.
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Developed a cohesive set of social media graphics to enhance online presence and audience engagement.
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Produced motion graphics to elevate the overall brand experience across digital platforms.
Design Outputs
Brand Identity Design
Social Media Design
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
Logo Design - Refinements
Logo Final Design
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.