Bringing the Image of Living Legacy to Life - The Brand

The Living Legacy Brand

The vision of Living Legacy is to create a space for people to prepare for the ‘what ifs’ and ‘whens’ that life throws our way, by creating plans to build and pass on individual and business legacy through succession planning and end of life planning.

Making space for the legacy each person wants to build and live, it was important consider our own legacy as we created this offering.

Creating a clean, strong, brand, needed to represent all that Living Legacy offers.

Needing someone to understand, identify and bring the imagery to our brand, to tell the underlying story and feeling of our new organisation, we were delighted to bring on board Shira Refael, whose work I had long admired. Reaching out to Shira, I jumped at the chance to work with her. Within our first meeting we knew that ours would be a creative and rewarding collaboration. And so it was and continues to be.

Inviting Shira to describe the process gives insight to understanding how the logo and brand project came to life for her. 

“Starting the Living Legacy logo design, we had the identity of the brand written in front of us.

The task of giving a face to values like Empathy, openness and Support was challenging and exciting at the same time. Gladly, Jennifer knew without knowing what she had in mind. She asked for a brand that is earthy and elegant. Something that leaves a mark. Being Israeli, I asked how Irish should the logo design be? My itch for cultural research was starting to come up. Jennifer said that the oak tree is very important in Irish culture, and I went down that rabbit hole. 

After several attempts to design different kinds of logos, the AHA! Moment came and I was inspired by an image of a cracked oak tree stump. I decided to transform the crack into a silhouette of a bird taking flight, as it was the movement Jennifer was looking for in the logo. The final result looks a little bit like a clock or a fingerprint too, associations we like to have with this brand. 

As for the logotype, we found the perfect font to convey both warmth and respectability. 

One that has presence and is inviting. Achieving our colour scheme was a process of sampling sunrise colours, and editing them to suit our audiences, what we promise them, and mostly the optimism that comes with our services. What makes Living Legacy special in the space of succession planning is thinking of life with the end in mind, focusing on the best way to live them. I believe we made great color choices to represent that unique approach.”

We are so delighted with our new branding and logo and feel that it is an important part of our own legacy, how we want our brand to live. Setting the stage for Living Legacy’s offering has provided strong roots from which we are now taking flight on this exciting journey. Come join us!

Jennifer McConnell (Founder of Living Legacy)

🗓️ 𝗕𝗢𝗢𝗞 𝗔 𝗖𝗔𝗟𝗟📲 www.calendly.com/livinglegacy-ie

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🌐 livinglegacy.ie

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