Vitalia :: Logo & Brand Identity

Vitalia is not just a day center — it’s a human-centered space where aging becomes an experience of growth, connection and well-being. This project marks the launch of their first healthcare facility designed specifically for daytime elderly care, powered by a brand that blends emotional depth with professional integrity.

Vitalia’s mission is to reframe later life as a stage filled with potential — not limitation. It embraces the psychological, functional, social and emotional changes of aging through an integrated and empathetic approach to care.

“We choose to live better” is not a tagline — it’s a call to action for families, professionals and seniors alike.

Key messages:

Aging with dignity is a right, not a privilege.

Health is not only medical — it’s relational, emotional and environmental.

Care should feel personal, human and intuitive.

Vitalia fosters a sense of belonging for seniors and their families. The tone of voice is warm and transparent, with a commitment to honesty over formality, and empathy over instruction.

Target audiences:

Family caregivers looking for a place that feels trustworthy and emotionally aligned.

Healthcare professionals seeking to join a forward-thinking, purpose-driven care model.

Seniors themselves, who want to feel seen, stimulated and supported.

Emotional anchors:

Community over isolation

Dialogue over distance

Everyday joy over passive routine

Vitalia’s identity is designed to feel natural, uplifting and modern. It avoids medical coldness and aging clichés in favor of honest optimism and real human warmth.

Visual elements:

Color palette: pastel tones inspired by nature (greens, soft terracotta, neutral sands).

Typography: a balance of sophistication and clarity (Playfair Display & Red Hat Display).

Photography style: candid, bright, and alive — no stock clichés or overexposed filters.

Brand attributes:

Kind, not infantilizing

Professional, not corporate

Soft, but confident

Real, but inspiring

Vitalia isn’t here just to be recognized — it’s here to make aging better for everyone involved.

Its activation strategy is focused on deepening trust, expanding reach, and building meaningful touchpoints.

Visibility strategy:

Story-driven content for social media and internal comms

Workshops and educational events for families and staff

Newsletter with emotional and practical resources

Partnerships with local organizations and healthcare providers

Printed materials (stationery, signage, handbooks) with a human, calm aesthetic

We designed an identity system that is adaptable, honest and emotionally intelligent. The brand symbol is geometric yet warm — reflecting the balance between structure and empathy. The modular graphic system supports diverse formats while staying cohesive and elegant.

Every detail — from icons to layouts — was designed to create a welcoming, vibrant, and confident brand that families will trust and older adults will enjoy being part of.

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