Lively – rebranding and rollout for Best Buy Health

Brand strategy, visual identity, and creative rollout for a health tech company evolving into a national leader in aging and safety.

Context
Lively, originally known as GreatCall, had built its reputation around safety-first tech products for older adults. When Best Buy Health acquired the company, it was time for a full rebrand that could bring the business into the future while honoring the trust it had earned over time.
This rebrand was about more than just a new name. It was about creating a system that felt empowering, modern, and easy to understand for both older adults and their families.

The Challenge
How do you reintroduce a brand to a loyal aging audience without losing their trust?
We needed to transition from GreatCall to Lively in a way that felt seamless and thoughtful. The new identity had to signal innovation while staying warm, clear, and accessible. At the same time, we were aligning with Best Buy Health’s larger system, which meant creating something flexible enough to live inside a parent brand but distinct enough to stand on its own.

The Outcome
Lively launched with a bold new identity that feels confident, friendly, and future-ready. We built out a full brand system including logos, type, color, motion, and photography. The new look lives across product packaging, web, retail displays, medical alert devices, and marketing campaigns. Everything was built to be cohesive, clear, and rooted in care.
This rebrand helped reposition Lively as a key player in aging tech and introduced the brand to a much broader national audience.

What I Did

Brand Strategy
Worked closely with executive and strategy teams to develop the positioning, messaging, and brand architecture. Helped clarify how Lively fits within the Best Buy Health ecosystem.

Visual Identity
Led the creation of the new identity system including logo design, color palette, typography, and visual standards. The design was inspired by clarity, motion, and connection.

Brand Guidelines
Developed a full set of brand guidelines to support internal and external teams. Made sure everything from PowerPoint templates to packaging specs was on-brand and easy to use.

Creative Direction
Directed the visual language across all channels including web, print, retail, and product. Oversaw design execution with creative, strategy, and production teams to ensure consistency across every touchpoint.

Role: Lead Art Director, Brand Strategist
Agency: Davis Elen Advertising