Aspira Retirement Living

Retirement living is often burdened with negative perceptions—feelings of compromise, isolation, and inevitability. Working with Aspira, we set out to challenge that narrative by creating a new brand identity rooted in choice, optimism, and possibility. One that reflects Aspira’s vision of empowering seniors to live their best years, on their own terms. The result was a new brand platform: Plan A.

Services

Photography

Luis Mora

Illustration

Carrie Ma
Marcelo Hong

We created a comprehensive brand identity and design system for Aspira, anchored by a distinctive, memorable monogram and a fresh, vibrant colour palette. Through original photography and custom illustrations, we built a visual world that felt bright, inspiring, and aspirational—deliberately pushing against the category’s typical visual language.

Grounded in the brand platform—Plan A—the identity consistently showed up in unexpected ways, challenging industry norms and positioning Aspira as a modern and compelling choice for seniors.

The new brand was activated across 36 residences nationwide and brought to life at every touchpoint—from corporate assets and signage to bus wraps, welcome guides, merchandise, and social and digital channels. Warm, uplifting, and full of vitality, the identity reshaped perceptions of retirement living and gave residents confidence to call Aspira their home.