ABOUT

The US population is aging at a record pace. By 2060, one in four Americans will be 65 years and older, the number of 85-plus will triple, and the country will add a half million centenarians. But despite this growth, older adults are struggling, they face significant challenges in access to care, financial stability, and social support systems. These disparities disproportionately affect marginalized groups, including people of color, low-income individuals, and those living in underserved communities.

The SCAN Foundation’s (TSF) mission to ignite bold and equitable changes in how older adults age — both at home and in their communities — required a brand identity that reflected its leadership in driving systemic change and its commitment to challenging assumptions about aging while upholding dignity and self-determination. Centered around the creative strategy of “Aging Reimagined” the refresh brought clarity, cohesion, and vibrancy to TSF’s visual and verbal expression by embracing a dynamic visual system, bold storytelling, and inclusive design that rejects stereotypes and clichés so often seen in brands representing older generations and speaks with older adults as equals, reframing the narrative on aging. By amplifying its values of equity, collaboration, and innovation to create better solutions for an aging population, TSF now has an identity that inspires trust, drives action, and strengthens its pioneering mission in creating a level playing field to transform care and support for our later years.

At the heart of the refreshed identity was the concept of Equity, a principle central to TSF’s mission. The logo became a powerful symbol of this idea, with its three rectangular blocks, each a different color, shape and size representing the diverse nature of the people we aim to help and reflecting TSF’s commitment to celebrating diversity and fostering collaboration. Each starts in a different position but are then leveled up to a place of equity with the help of The SCAN Foundation.

Results:
- The SCAN Foundation’s newsletter “Aging Forward” has had a 42.75% avg open rate, 3% avg click rate, and 1% avg unsubscribe rate (where the average rates for nonprofits are, respectively, 28.59%, 3.29%, and 9%).
- Since the rebrand and the website launch in September 2025, there's been an 81% growth in total users YoY, 16% increase in average session duration, and 75% increase in views.
- Average open rate for the newsletter was previously 38.75%, so that's a YoY 10.32% increase.