Truewood By Merrill

Brand Identity, Illustration & Creative Ideation

Developed Truewood's visual identity, drawing on principles of inclusivity, affordability, and empathy.

Merrill Gardens, renowned for its high-end retirement communities, embarked on a journey to expand its reach and create a fresh brand tailored to seniors in the middle-income bracket. The objective was to establish a new presence in the senior living space, one that prioritizes transparency in pricing and a human-centric approach to caregiving.

Truewood represents a departure from the traditional upscale model, offering seniors access to quality care and amenities at an affordable price point. The inclusion of "by Merrill" serves to leverage the trust and expertise associated with the Merrill Gardens brand, instilling confidence in the new venture.

As the sole designer in this endeavor, I contributed to shaping Truewood's brand identity, drawing on principles of inclusivity, affordability, and empathy. The visual elements and messaging were carefully crafted to resonate with the target demographic, conveying a sense of warmth, trust, and accessibility. As part of the team, I played a role in translating these values into a compelling brand narrative that embodies the essence of Truewood's mission: to provide seniors with the dignity, respect, and support they deserve in their golden years.

Access the new brand guidelines here.

Timeline: A month and a half

Programs: Photoshop and Illustrator

Challenge: To create a new visual identity that incorporates the pre-existing Merrill Gardens elements

Team: Allyson Paisley