The Challenge: The existing brand wasn’t resonating with the right audience. Its colors, inspired by the owner’s alma mater, and a chaotic logo (shown to the right) didn’t reflect the calm, dependable image expected of an assisted living facility. The client requested a refreshed logo that incorporates a horse, a creek, or both, along with the words “Mustang Creek Estates” and “Residential Assisted Living & Memory Care.”

The Solution: To address this, I aligned the brand with the Everyman brand archetype, emphasizing inclusivity and a friendly down-to-earth vibe. The horse element from the previous logo was simplified to create a calmer, more approachable design, while the flowing lines of the horse’s mane subtly symbolize a creek, tying the elements together naturally. Drawing from the community’s setting — a welcoming neighborhood of homes rather than a large box-style complex — I used a color palette inspired by the familiarity of life’s surroundings and the comforts of home. The result is a cohesive design that exudes a reassuring “we’ve got you” vibe, reinforcing their brand values of comfort, affordability and dependability.