Magnetar partnered with Frontier Senior Living to perform a thoughtful brand refresh, updating the company’s image for a new era of growth and leadership. Originally founded in 2000, Frontier’s brand had remained largely unchanged for over two decades. The refresh was designed to position Frontier as a progressive, modern, and professional major player in the senior living space. We preserved key elements of their brand identity—like the signature script “F” and classic serif font—while refining the logo with a tighter, cleaner, and more defined typeface and a more balanced orientation. The brand colors transitioned from brown, light gray, blue-green, and black to a sophisticated hunter green, dark gray, and medium gray palette, signaling a fresh, organized, and forward-thinking approach. Additionally, Frontier made the choice to change their primary brand in the senior living space to Frontier Senior Living, now a subsidiary of Frontier Management.