The Challenge
As the philanthropic landscape evolved, there was a critical need to reimagine the traditional senior center into a vibrant, modern space where older adults feel genuinely valued, respected, and engaged. Located in the most diverse square mile of the United States, the Wallis Annenberg GenSpace required an entirely new civic identity. The challenge was to build an end-to-end brand that stripped away outdated stereotypes of aging, translating a bold institutional vision into a premium, accessible, and culturally attuned physical environment.

The Solution
Operating as Head of Creative for the Annenberg Foundation, I directed the comprehensive visual identity, wayfinding, and spatial branding for the revolutionary community center. This required a deeply human, maker-first approach to design, ensuring that every touchpoint—from the core brand architecture to the physical signage—acted as an inviting front door. By applying the same uncompromising editorial judgment and high-end aesthetic standards used for our global initiatives, we built a cohesive design system that prioritized both exquisite craft and genuine, community-focused hospitality.

The Impact
The launch of GenSpace successfully established a new, gold-standard model for civic architecture and community engagement. By seamlessly integrating thoughtful environmental graphics with an empowering brand narrative, the center became a deeply welcoming anchor for the neighborhood. It stands as a testament to the idea that exceptional design is not just about looking beautiful—it is a vital tool for fostering inclusivity, sparking authentic connection, and proving that intentional, high-quality spaces can profoundly change how a demographic is seen and served.