Building a Brand That Feels Like Home
At Capital Strategic Solutions (CSS), we are proud to partner with communities as they evolve, helping public organizations communicate with clarity, connect more deeply with residents, and reflect on the people they serve.
That is exactly what has made our work with the Westford Council on Aging (COA) and the Cameron Senior Center so meaningful.
Last Fall, CSS partnered with the Westford COA to support an important rebranding effort aimed at better aligning the organization’s public identity with the values, experiences, and expectations of Westford’s senior community.
This initiative was not simply about updating a logo or refreshing design materials. It was about shaping a public-facing identity that communicates warmth, accessibility, and purpose, while reinforcing the Senior Center’s role as a trusted and welcoming resource within the Town.
A Senior Community That Continues to Grow and Change
Like many communities across Massachusetts, Westford is navigating a world that looks different than it did even a decade ago.
Older adults today represent a wide range of interests, identities, and needs. They are active, engaged, and increasingly diverse in how they connect with their communities. The Cameron Senior Center recognized an opportunity to ensure its public presence reflects that reality, modern, inclusive, and rooted in the values that define Westford.
The Council on Aging’s goal was clear: to refresh how the Center presents itself so that its identity feels current, inviting, and representative of the residents it serves today and into the future.
More Than a Logo: A Story of Connection and Belonging
This brand refresh was guided by a simple goal: to better reflect the Cameron Senior Center’s welcoming spirit, values, and role in the Westford community.
It is not about changing who the Center is, but about more clearly expressing the care, connection, and opportunities that define it.
Through thoughtful and consistent design, the updated branding helps tell the story of a place where older adults are supported, engaged, and valued, whether they are visiting for the first time or have been part of the community for decades.
A Collaborative Process Grounded in Community Voice
Throughout the six-month process, CSS worked closely with the Council on Aging team to ensure the refreshed identity remained authentic to the Cameron Senior Center’s mission and practical realities.
“The Cameron Senior Center in Westford just concluded our successful rebranding of our center communications with the professionalism and support of Capital Strategic Solutions. It was a pleasure to work with Liz and Mike of CSS who were engaged and thoughtful of our budget constraints throughout this six-month process.”
“It’s been an honor to help the Cameron Senior Center translate its mission into a brand identity that feels warm, modern, and truly representative of the community it serves. This work is about more than design, it’s about making sure older adults in Westford feel seen, welcomed, and connected through every interaction the Center provides.”
A Brand System Built for Everyday Use
CSS supported the Council on Aging through the development of a refreshed brand system, including:
- Updated logo design and supporting variations
- Print-ready and web-friendly branding assets
- Accessible design guidance for consistent use
- Templates for future communications and outreach
- Messaging aligned with the Center’s mission and tone
The result is a cohesive identity that can carry forward across newsletters, flyers, programs, social media, signage, and community-facing materials.
Looking Ahead
As this new identity continues to take shape, the Cameron Senior Center is well positioned to strengthen its outreach, expand engagement, and continue serving as a cornerstone of community life in Westford.
CSS is grateful to have been part of this meaningful effort. The refreshed brand represents more than a visual update; it reflects a senior center that is keeping pace with change, leading with intention, and serving Westford’s older adults with pride, connection, and renewed relevance.
Like what you see?
Let’s talk about how CSS can support your community with strategic branding, graphic design, and website development tailored to public organizations.
About Capital Strategic Solutions
CSS is a certified woman-owned, disadvantaged business enterprise of municipal experts delivering creative, cost-effective solutions that maximize success and minimize risk. With deep local government expertise, we craft tailored strategies to meet each community’s unique needs.
Our capabilities span public administration, municipal finance, human resources, policy development, emergency management, public safety, public works, water operations, interim municipal services, public relations, community engagement, project management, grant writing, and onsite support. We partner with clients to define clear goals, overcome challenges, and implement human-centered plans that drive performance and transform communities.