Lively represents a revolution in offering peace of mind and freedom to customers and their families, particularly catering to 'generation aging.' Our challenge was to encapsulate this ethos in a brand identity that, while not outwardly flashy, resonates deeply with its audience through its utility and relevance. In the wake of Best Buy's acquisition of GreatCall in 2019, my team and I were entrusted with the exciting task of crafting a new brand identity, a venture that culminated in the birth of Lively.

In this transformative process, I had the opportunity to contribute significantly to the creation of the Lively logo and the development of the brand guidelines, infusing the essence of comfort and reliability into each design element. Beyond the visual identity, I also played an integral role in shaping the digital presence of Lively, particularly through the development of its website.