American Senior Benefits Association: Rebrand

CHALLENGE
With the senior benefits arm of the American Small Businesses Association growing, the association decided to change its focus from small businesses to senior citizens. Despite changing their name to the American Senior Benefits Association, they decided to keep the same logo, as they already had brand recognition with their existing senior members and the abbreviation (ASBA) stayed the same. Our challenge was to create marketing materials to reflect its shift in focus while maintaining the original logo.

SOLUTION
We created an overview brochure, new website and quarterly newsletter design, keeping the focus on the business transformation. In order to create a fresh identity we utilized bright colors and outdoor imagery. The quarterly newsletter was created in Microsoft Word so that ASBA could create future editions in-house.

RESULTS
Though the logo stayed the same, the fresh identity has breathed new life and interest in ASBA, while maintaining recognition. Their membership and partnerships are steadily increasing thanks to a concise message and clear graphic identity.

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