Elevating Senior Living
Through Story-Driven Strategy
Designing for the senior living space goes far beyond creating a beautiful website—it’s about building trust, capturing legacy, and guiding families through emotional decisions with clarity and compassion. My work in this space has spanned franchise-level transformations, complex multi-site branding, and heartfelt historical storytelling. Each project brought a unique challenge—and an even more meaningful reward.
Franchise-Driven Impact: CareBuilders at Home
When tasked with rebranding and launching a new website for the Illinois franchise of CareBuilders at Home, the goal was clear: connect with families who wanted to keep their aging loved ones at home, not in a facility. The tagline “Live Where You Love” struck the perfect balance of comfort and empowerment, resonating so well that it was adopted across 30+ CareBuilders websites nationwide. Paired with warm, authentic imagery and reassuring messaging, this project proved how thoughtful branding can ripple far beyond one location—and unify a brand on a national scale. Visit Website Here: carebuildersathome.com
Multi-Brand Strategy Under One Roof: Lutheran Life Communities
This was one of the most complex projects of my career. In 2016, I was brought in to rebrand and rebuild seven senior living location websites under the parent brand: Lutheran Life Communities. Each location served a unique audience with distinct needs—yet they all had to stay aligned with the larger brand messaging. The challenge? The existing sites were outdated and broken, and we had just six months to relaunch. Through intentional brand discovery, strategic messaging, and design that honored each community’s identity, we successfully created seven individual digital experiences that all worked seamlessly within the Lutheran Life brand. It was a major undertaking—and a first for the organization.
Legacy in Design: 125-Year Anniversary Campaign
Celebrating a century of care isn’t something you do halfway. For a senior living organization’s 100-year anniversary, I spearheaded and developed a branded online time capsule—a digital storytelling experience built from archival data, community history, and personal moments that shaped the organization’s legacy. The commemorative 125-year logo identity I created became the centerpiece of national campaigns that ran for over a year, honoring the past while inspiring pride for the future.
