LTLA
Brand Identity, Digital
Long Term Living Association (LTLA) is a group of experts dedicated to helping older adults and their families navigate the complex maze of challenges that come with aging. EightySeven worked with the LTLA team to develop a brand strategy, identity, and messaging platform that allowed them to connect with people on a deeper level. I was enlisted as the graphic designer on the project under the guidance of Maxwell Billings, creative director at EightySeven.
The LTLA curates personalized solutions for each of their client's unique aging needs, so we needed a strategic foundation that could be applied to a wide variety of client experiences. From both a visual and tonal standpoint, we wanted to strike a balance to come across as both professional and human to offer the LTLA's prospective clients the comfort and confidence they needed.
After working though 87Core, we found that people are either in a mindset of planning or panic when they encounter the LTLA. We developed a new brand strategy was defined to pivot the LTLA away from the motif of the "...maze and complexities of aging," to position them as a "Navigator in aging." This focused the story on the benefits the LTLA could provide and positioned the network as a hero who could guide their clients through difficult times.
The LTLA prides itself on making the journey easier, so we wanted to make their story and services as easy to understand as possible. Throughout the branding journey, we made every effort to respect the LTLA's older adult clientele and create an experience that provided them with a sense of dignity at every level. The topics the LTLA covers can be stressful and complex, and we didn't want to bog readers down with dense, clinical language. Instead, we focused on scannability with short, punchy sentences and a conversational voice that was simple, straightforward, and easy to follow.
We have now been working with EightySeven for over a year, and they have exceeded our expectations in every area. The team is incredibly talented, smart, creative, reliable, and organized. Most importantly, the team are great listeners, very personable, and easy to work with." — Michael FitzPatrick, President and Co-Founder, LTLA
