Project Description

Goal: Reposition VITAS to reinforce the concept of “having dignity at the end of one’s life”, rather than “dying”. Raising Brand Equity (140M$, yearly revenue, to now 282M$ quarterly revenue, roughly a billion yearly)

Concept: This photo shoot shows seniors in an environment that shows what they loved in life. Imagery and headlines on brochure covers will always be on top of flag post (not half-mast). Flag post was added to the logo in the rebranding process.

Senior Art Direction, 2006

Brand Redesign
Image Campaign & Photo Shoot
Collateral System

Strategy, Creation, Design