Aging Services of North Central MA Branding

Background: Aging Services of North Central Massachusetts (ASNCM) is a nonprofit agency serving older adults, individuals with disabilities, and their families throughout the region, providing comprehensive support, advocacy, and resources to help people live with dignity and independence. The organization, previously known as Montachusett Home Care Corporation, underwent a brand transition to better reflect its mission and regional identity.

Sitka Creations partnered with ASNCM to develop a cohesive visual identity that would support this evolution and strengthen the organization’s presence across communication materials.

Objectives:

• Create a professional and meaningful brand identity that reflects ASNCM’s mission of empowerment, dignity, and community support.
• Deliver versatile design assets that work across digital and print platforms.
• Support recognition of both the core organization and special milestones, such as ASNCM’s 50-year anniversary.

Deliverables: Sitka Creations delivered a comprehensive branding system that included:

• A primary logo designed through a 50-concept exploration, ensuring a thoughtful representation of the nonprofit’s regional values and audience.
• Brand assets and illustrative elements reinforcing the visual language and themes relevant to ASNCM’s mission.
• Auxiliary logo variations (including a 50-year anniversary emblem), banners, and business card designs.
• Supporting print materials and guidance for consistent brand application.

Approach: The branding process began with mood boards and brainstorming sessions to align on visual direction and conceptual themes. Iterative logo drafts were created, refined, and evaluated with the client to ensure the final identity resonated with both internal stakeholders and the broader community. Sitka Creations developed auxiliary graphics and branded print elements to ensure a unified identity system.