Aveo Signature was created to elevate the experience of retirement living, a carefully considered brand for a new tier of communities within Aveo’s portfolio. These homes needed to feel special: places where residents could feel proud, safe, and genuinely at home. The brand had to reflect that sense of belonging, while also capturing the quality, care, and elegance that set these communities apart.

I developed the Aveo Signature brand identity from the ground up, including a suite of six distinct icons, each one inspired by the local botanicals or architectural details of its corresponding location. These icons formed part of a cohesive visual system that could flex across environments while staying true to a central brand story. From external signage to brochures, welcome materials, and billboards, every touchpoint was designed to reflect a sense of calm confidence and thoughtful design.

The tone of voice was equally considered: warm, genuine, and reassuring, always speaking to residents, never at them. Working closely with each community gave me insight into the people who live there: vibrant, diverse, and full of character. This project was about more than visual design, it was about building a brand that helped people feel seen, supported, and part of something meaningful.