Industry: Nonprofits & Public Service
The Community for Positive Aging:
An Intergenerational Brand
A brand that celebrates the ways we intersect and connect, with a focus on the people at the center of it all—where the true magic of community happens.
When the Hollywood Senior Center became The Community for Positive Aging, the organization needed a brand and website that reflected its new name, expanded reach and intergenerational mission. The Beauty Shop partnered with CFPA to develop a visual and digital identity that celebrates connection, inclusion, and belonging, creating space for people of all ages.
Services
Positioning Strategy
Brand Identity
Messaging
Interactive Design and Development
Our brand strategy focused on creating a visual system that feels intergenerational and welcoming while honoring the organization’s 50-year legacy. As a visual representation of this vision, the new logo speaks to individual diversity, intersections and connections, and the ever-expanding and strengthening vitality of community.
On the website, intuitive multi-path wayfinding helps visitors quickly find what they need, whether they’re seeking resources, volunteering, or exploring community programs. Accessibility was central to the design, ensuring an inclusive experience for users of all ages and abilities.
The new identity and website helped CFPA introduce its new name and expanded services with confidence, increasing web traffic and volunteer sign-ups within the first months of launch. The new system continues to support ongoing outreach, making connection and access easier for every visitor.
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