concept & strategy – Kaiser Permanente
garfield popup innovation center
Visual concept development for a healthcare summit challenging aging stereotypes and redefining what caring for older adults looks like in the future.
ROLE
Visual Concept Development
AUDIENCE
Healthcare Partners
DELIVERABLES
Event Identity, Signage, Templates
A mandate to challenge.
Our creative director encouraged the team to push beyond the familiar ways healthcare design often represents older adults. Using that prompt as a starting point, I developed two distinct visual directions, each exploring a different way to make aging feel more expansive, contemporary, and human.
Direction 1
aging Is a spectrum
Unexpected lifestyle photography of older adults in lively, meaningful, candid moments are paired with hand-drawn illustrated accents to keep the feeling warm and human. The idea embedded in the design is that getting older isn't a special category. It's just living.
Direction 2 bold statement
Bold studio photography with fashion-forward subjects. Graphic type set large. Words like ALIVE, COOL, JOYFUL are treated as design elements. Energetic, celebratory, unapologetically vibrant. Rather than soften the subject matter, this concept made aging feel powerful, stylish, and full of momentum.
additional exploration
The name and supporting language were also part of the creative process. Early identity concepts ranged from Lifelong to Beyond Aging Well, with each option carrying a slightly different emotional tone before Aging Well Summit was established as the event title.
iteration
As the project evolved, we incorporated client feedback to refine the language, sharpen the visual direction, and align the concept more closely with the goals of the summit. Once the overall direction was established, the final production design was handed off to another designer for execution.