Brand Storytelling | 2Life Communities has been the heart of positive change and a national leader in affordable senior housing for six decades. A brand update helps the organization speak with an authentic and unified voice to its many audiences.
The Challenge:
2Life Communities is redefining what it means to age well by creating affordable, vibrant communities where older adults can thrive with connection, purpose, and dignity. But as the organization prepared for its 60th anniversary and a $25 million fundraising campaign, its brand no longer fully reflected its impact.
The existing positioning, “defiantly joyous living,” captured the spirit of 2Life but not its leadership as a nationally recognized developer of affordable senior housing and a powerful advocate for transforming how society approaches aging. With ambitious growth ahead, the brand needed to evolve.
The Solution:
Partnering with Studio Rainwater, we reimagined the brand to match 2Life’s vision for “aging in community” and its momentum. Through site visits, interviews, and focus groups, we uncovered insights that shaped a brand capable of connecting with residents, families, policymakers, funders, and partners alike.
The result is a more confident, unified identity with a clear brand voice, practical messaging tools, and a bold new platform all built around a simple idea: “Aging isn’t a final act. It’s a new beginning.”
Brand Playbook
More than a set of rules and guidelines, the 2Life Brand Playbook is a living expression of its mission, values and promise. It includes include new versions of the 2Life Brand Promise, Mission, Manifesto, and Resident Experience Model.
Brand Messaging Platform
Our updated messaging kit helps internal teams and partners write new communications in the 2Life brand voice.
Visual Brand
An updated Visual Brand simplifies and focuses how the brand is seen, felt, and recognized in the world. It includes logo, color palette, typography, graphics and patterns, photography, and usage examples.
To Life For Life Campaign
We also embodied the brand updates in marketing materials for 2Life’s $25 million campaign. We created the campaign name “To Life For Life” as a creative expression of the brand values and is nod to the Hebrew toast “L’Chaim” meaning “to life.”
Design Partner: Studio Rainwater
