As ASCP celebrated its 50th anniversary, it looked for a new way to present its brand that matches the value it delivers to its membership. ASCP develops the role of the senior care pharmacist—a dynamic, entrepreneurial, changing profession that is expanding and innovating as the population ages. ASCP wanted to shed the stigma around working with older adults and embrace a new aesthetic that showcases the commitment its members bring to the profession. The new brand represents the many practice settings in which senior care pharmacists make a difference in the lives of their patients, recognizing that there are areas of unity and also uniqueness. The mark is an abstract representation of a butterfly, a symbol of metamorphosis and taking flight. Mekanic led ASCP through a discovery, strategy and creative phases to develop a cohesive visual identity that could flex to meet the needs of various stakeholders: members, Congress and the ASCP Foundation.