MV Center For Living Logo
Branding for a non-profit organization that supports Martha's Vineyard dementia community and its caregivers.
Martha’s Vineyard Center for Living (MVCL) is a longstanding nonprofit providing essential programs and supportive services that enhance the quality of life for older adults and their caregivers across the Island community. As the organization expanded its programming and built out a refreshed space on Martha’s Vineyard — its leadership recognized the need for a refreshed brand identity that better reflected its mission, modern approach, and welcoming spirit.
The previous branding no longer captured the organization’s growth, increased visibility, or commitment to dignity, care, and community connection. MVCL required a visual identity that would resonate with diverse audiences including seniors, caregivers, Island service partners, donors, and grant‑making institutions.
Objectives
- Reimagine MVCL’s visual identity to reflect warmth, inclusivity, stability, and Island‑based community support.
- Create a modern logo and color palette accessible to older adults and caregivers.
- Establish a unified brand system adaptable across website, signage, brochures, programs, and fundraising materials.
- Strengthen MVCL’s presence as a vital, trusted resource within the Martha’s Vineyard community.
Client:
MV Center for Living
Agency:
Sitka Creations® LLC
Industry:
Non-profit
Project Type:
Logo Design
Completion Year:
2024
Services Provided:
Brand Strategy, Logo Design, Visual Identity System, Website Asset Development, Print Collateral
Approach
Sitka Creations® began the rebrand with a discovery phase aimed at understanding MVCL’s service model, community role, and long‑term vision. Our process included:
- Visual audits of peer organizations and Island nonprofits.
- Exploration of symbolic concepts rooted in care, nature, resilience, and supportive connection.
- Development of mood boards, type explorations, and conceptual sketches aligned with MVCL’s mission.
- This research led to multiple creative directions, from organic and nature‑driven themes to more structured community‑based motifs. The selected direction centered on connection, vitality, and the unique character of Martha’s Vineyard.
Design Solution
- A Contemporary, Purpose‑Driven Logo: The new MVCL logo features a soft yet structured emblem symbolizing support, connection, and the circular nature of community care. The mark’s shape echoes Island topography and gentle movement, reinforcing MVCL’s role in guiding and uplifting older adults.
- Accessible, Calming Color Palette: The selected palette incorporates comforting earth tones and soothing blues inspired by Vineyard landscapes. Colors were intentionally chosen for:
- Accessibility and readability for aging eyes
- Warmth and approachability
- Flexibility across digital and print environment
- Typography That Balances Modernity and Care: A clean, human-centered sans serif font family supports clarity in print materials, caregiver guides, transportation brochures, and online resources.
- Comprehensive Visual Identity System: Sitka Creations® delivered a full brand toolkit including:
- Logo variations for print, digital, signage, and small-format use
- A tailored color system with contrast guidelines
- Typography specifications
- Iconography and graphic elements inspired by Island textures
- Templates for flyers, newsletters, annual reports, and donor materials
Outcome
The rebrand has helped Martha’s Vineyard Center for Living present a clearer, more unified identity that reflects the warmth and professionalism of its programs and the real impact they have on the Island community.
Key outcomes include:
- A cohesive visual system used across all community outreach and service materials
- Stronger brand recognition among Island partners, donors, and service agencies
- Improved readability and accessibility for older adults
- A modernized digital presence aligned with MVCL’s mission and future growth
- The refreshed identity allows MVCL to communicate its offerings more effectively while honoring the Island community it serves.
Conclusion
Through close collaboration and a strategy-first approach, Sitka Creations® delivered a rebrand that elevates MVCL’s public Island presence, strengthens community trust, and supports the organization’s expanding role in serving older adults and caregivers on Martha’s Vineyard.
Final Branding
Logo Concepts & Revisions
