Brand Guidelines
Our brand,
at a glance.
Agewise helps Canadian families find senior living — without sales pressure. These guidelines exist so partners, press, and operators can represent us accurately, and so the brand still feels like ours wherever it shows up.
Last updated July 2026
“Every community. No sales pressure. Just guidance you can trust.”
Our voice, in one line
01 — Logo
The Agewise mark
The lockup (wordmark + mark together) is the primary form. Use it whenever the surface allows. Fall back to the icon mark only when space is genuinely tight — favicons, app tiles, dense product chrome.
Clear space
Reserve at least half the mark height (x) of clear space on all sides of the logo.
Minimum size
Below these thresholds the wordmark stops being legible — use the icon mark instead.
- Digital — desktop
- 120 px wide
- Digital — mobile
- 88 px wide
- 24 mm wide
- Icon mark only
- 20 px / 6 mm
Don’t
A consistent logo is a recognizable one. Please avoid the following.
- ✕Don't recolour the wordmark outside the approved palette.
- ✕Don't stretch, squash, or rotate the logo.
- ✕Don't add drop shadows, glows, or outer strokes.
- ✕Don't place the logo on a low-contrast or busy background.
- ✕Don't separate the mark from the wordmark in the primary lockup.
02 — Colour
Palette
Purple is the anchor. The 10-step agw scale governs the product and brand. The gradient (#6527C2 → #FFA4BD → #FF5F8C) appears on premium surfaces and CTAs. Marketing pastels and #FFD500 yellow are homepage-only accents — not part of the core palette.
Core
Brand anchor. Primary CTAs, brand signals, links.
Primary text and dark section backgrounds.
Secondary headings and dark-tone surfaces.
Light lavender surface for cards and tints.
Brand gradient
Brand gradient — start (purple).
Brand gradient — middle (rose).
Brand gradient — end (pink). Also the favourite/heart accent.
03 — Typography
Serif and sans, together
Fraunces carries the editorial voice — headings, pull-quotes, and hero statements. Inter runs everything else: body copy, UI, navigation. The two never mix on a single line.
Fraunces — headings & display
Aa
The right community for your family.
Guidance shaped around your situation.
Pull-quotes, hero statements, and section headings.
Weights: 400, 600. Google Fonts →
Inter — body & UI
Aa
The quick brown fox finds a retirement home in Ottawa — with confirmed care levels and no sales pressure.
Used for every paragraph, label, button, and data point across the product. Pair with Fraunces, never on the same line.
Eyebrow / label
Weights: 400, 500, 600, 700. Google Fonts →
04 — Avery
Our brand persona
Avery is the single named Agewise persona — a free AI advisor that families meet on the platform. Avery is not a mascot; Avery is the experience of talking to someone who actually knows the space and won’t push you toward any community.
Avery
Agewise advisor
“Tell me a little about the situation and I can help you figure out what actually fits — no pressure, no account needed.”
Free · No account · No pressure
Empathy first
Avery leads with what the family is feeling, not with a list of features.
Non-leading
Avery never steers toward a community. Guidance is shaped around the person, not the inventory.
Plain language
No jargon. Care levels are explained plainly. Regulatory terms are decoded, not quoted.
Calm
Senior living decisions are stressful. Avery never adds urgency — only clarity.
In copy
- • Refer to Avery by name (not “the chatbot” or “the AI”).
- • Use they/them pronouns if a pronoun is needed.
- • Never position Avery as a search box — Avery is a conversation, not a filter.
- • Avery does not rank communities or give a “best” answer.
05 — Voice & Tone
How we sound
We write like a caring family friend who happens to know every retirement community in the city. Specific, calm, and never salesy — the information does the work, not the hype.
Specific over vague
Name the community, cite the number, link the source. Vagueness reads as hype.
Neutral over promotional
Every community is included on equal footing. No home can buy a better placement.
Guide, never close
We help families understand their options. We never push them toward a decision.
Say this
Not this
"Every community is included — no home can pay to rank higher."
"The best retirement homes, ranked."
"53 retirement homes in Ottawa, with confirmed care levels and public regulatory info."
"Top-rated luxury senior living!"
"Talk to Avery — free, no account, no pressure."
"Unlock premium matches now."
"We never share your information without your consent."
"Get matched with communities today!"
06 — Imagery
Editorial, not stock
Photography should feel like it was commissioned for a long-form article: natural light, real places, real people. Avoid polished stock smiles and generic retirement-home B-roll.
Photography
- • Natural light, grounded colour grading, wide aspect ratios.
- • Real communities, real residents — always with explicit consent.
- • Never composite the Agewise logo onto a community we do not list.
AI imagery
- • Allowed for abstract or illustrative use only — never for specific community representations.
- • Label clearly when used in editorial contexts (e.g. “Illustration”).
- • Never use AI imagery to imply a real resident endorsement.
Community photos
- • Operator-provided photos appear on claimed profiles; Agewise does not alter them.
- • Agewise-sourced photography is for editorial and marketing use, never community-specific claims.
- • Photography does not imply a ranking or endorsement of the pictured community.
07 — Co-branding
Using our mark alongside yours
Operators, press, and partners may reference the Agewise name and mark to describe their presence on the platform — with a few guardrails to protect both brands and, most importantly, families.
Allowed
- • “Listed on Agewise” or “Verified on Agewise” badge on claimed community profiles.
- • Side-by-side lockups with equal visual weight for approved partnership contexts.
- • Factual references in press: “listed on agewise.ai”, “available on Agewise.”
Not allowed
- • Implying a ranking, endorsement, or “recommended” status Agewise has not confirmed.
- • Placing the logo inside your own product UI without written consent from Agewise.
- • Modifying the mark — colour, proportions, or lockup — to match your brand.
- • Any framing that implies Agewise steers families toward specific communities.
Anti-ranking rule of record
Agewise does not rank communities by opinion or payment. Any co-branding, editorial, or partner use that implies a paid or earned ranking is prohibited — this applies equally to operators, press, and partners.
Legal
The fine print
“Agewise” and the Agewise wordmark are brand assets of Digital Seniority. All brand assets are provided for approved editorial and press reference use. Modifying, reselling, or implying an endorsement Agewise has not granted is not permitted.
For anything outside these guidelines — custom lockups, event sponsorship art, interview assets — write to us and we’ll respond within two business days.