Case Study





Brand Identity

Brand Messaging

Brand Strategy



Visual Identity

A United Voice For Healthy Aging


There is no single path to aging for everyone. In an ideal world, individuals should be able to choose the services and living arrangements that suit them best. To make this a realistic option, we need Area Agencies on Aging (AAAs). These organizations primarily work to ensure older adults can age comfortably, coordinating a range of services that make independent living an option.

For nearly 50 years, Washington DC-based membership association, The National Association of Area Agencies on Aging (n4a), has supported, united, and represented AAAs, as well as Title VI Native American aging organizations. Its members advocate for a future where all Americans can age with health, well-being, independence and dignity at home and in their communities.

The brand had a rich, powerful mission. But, n4a lacked the cohesion and modern identity to effectively communicate it to consumers and funders. Beyond Definition came on board to rebrand The National Association of Area Agencies on Aging, launching n4a and its members into a brighter future.


n4a emerged as USAging, a brand built on inclusivity, community, and advocacy. They are the leading voice in the nation’s capital for Area Agencies on Aging and Title VI Native American aging programs. USAging’s name and logo communicate a story of the future, reflecting the range of what its members do, laying the foundation for better serving its membership, and repositioning the organization with more impactful messaging.

“We’re all so happy about our new name and look, and excited to now really find new ways to advance the brand. We’ve really enjoyed working with the Beyond Definition team to a person; you’re such a talented group of individuals but it’s equally impressive how you work together as a team. Thanks for sharing your gifts with us and helping us craft this new vision for our organization.”

— Amy Gotwals, Public Policy and External Affairs, USAging (formerly n4a)

Phase 1Discovery & Research

Research serves as the foundation of rebranding, helping our team build out strategies and creative that engage, save time, and provide lasting fuel for future asset development. With n4a, we conducted a multi-layered research and discovery phase, working closely with primary stakeholders and decision-makers. This included a brand audit, in-depth interviews with key stakeholders, competitive analysis, and moderating a signature brand workshop.

We quickly understood n4a’s shortcomings and existing brand experience. Therefore, our main objectives for the rebrand became unifying a new name with a refreshed brand identity, creating scalable and consistent brand creative, and defining internal and external launch communications that more effectively tell the story of n4a to members, partner organizations, and policymakers.

Brand Values





Brand Persona







Phase 2Brand Strategy

We worked closely with n4a to deliver a brand strategy that would distinguish their unique value among Area Agencies on Aging. As one of the most tenured brands in its space, we needed to build a brand strategy that leads and inspires, while thoughtfully acknowledging how rapidly transformation in their category can occur.

Following a signature brand workshop, Beyond Definition identified n4a’s key brand characteristics, using these insights to begin crafting the mission, vision, values, voice, and messaging.

We delivered n4a with brand guidelines to define the way internal and external audiences should think and feel and their organization, and how it should be accomplished. By adhering to the principles we laid out, n4a can create a consistent and clear brand experience for anyone who engages with its brand.

Phase 3Naming

Developing a new brand name for an association is complex. You need internal buy-in from key stakeholders. Inclusive representation of your various member segments. A name reflecting your mission, vision, and values — with staying power.

We wanted to provide n4a with a name that acknowledged its critical role in the United States, as a leading voice for older adults, people with disabilities, and caregivers in every community. Our team concepted and iterated on dozens of different names, ran a signature workshop with n4a’s leadership team, and conducted a media scan.

USAging was selected as a passionate, progressive name that unifies the organization’s members. It’s clever and clear, telling a story of “US” aging together. At the heart of the brand, n4a wants to redefine aging, so that all Americans can age with independence and dignity, recognizing that aging is a lifelong process. That’s why USAging is so powerful.

“Everyone loves our new name and look. It’s exactly what we needed to move the organization forward.”

— Amy E. Gotwals, Public Policy & External Affairs Chief, USAging

Phase 4Visual Identity

USAging organizes and positions its members to explore and launch innovative and locally developed aging services so older adults, people with disabilities, and caregivers around the country have the opportunity to age well. In recreating USAging’s visual language, we wanted to tell this story.

The new logo drives positive conversations around aging by reinforcing inclusivity and community, bolding “US” to highlight members and those they serve. The rounded crossbar of the “A” expands to connect with the dot in the “i”. This makes the mark distinct and recognizable. An asset USAging and its members can own. A simple yet powerful logo symbolizing unity and progress, the beating heart of USAging’s brand.



Phase 5Brand Launch

Beyond Definition created a comprehensive brand launch messaging guide to assist USAging in bringing the new brand to life across multiple channels. The messaging guide is an extension of the USAging brand strategy––it takes the brand framework a step further to communicate the new brand to target audiences.

We ensured USAging’s messaging displayed its evolution to provide AAA and Title VI members with a national voice. Together, USAging and its members will build a brighter future for older adults, people with disabilities, and caregivers.


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