— CLIENT
SAGE
— ROLE
Branding & Identity
Collateral
— TOOLS
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
— DATE
2022-2023
The Challenge
SAGE, the country’s largest and oldest organization serving LGBTQ+ elders, was expanding, and needed brand identities for two new semi-autonomous divisions that could stand on their own while still feeling unmistakably SAGE.
The Approach
Working with Brand Justice, I built visual identity systems for SAGEServes and SAGEVenture, each with its own story to tell. For SAGEServes, I wanted to capture the joy and individuality of elders “living their best lives” — the finials in the wordmark’s e’s became little smiles, doubling as confetti and frames throughout the system, with a color palette pulled straight from the Progress Pride Flag. For SAGEVenture, the focus shifted to forward motion: this division builds new, forward-thinking programs and social enterprises, so the identity needed to feel like momentum: bold, optimistic, and future-facing.
The Result
Two distinct, ownable brand identities that gave SAGE’s newest divisions the visual foundation to grow their reach — one rooted in dignity and joy, the other in innovation and impact — while staying connected to the mission that’s guided SAGE from the start.
