MROO
A new chapter for MROO. Designed to make retirement better, together.
Retirement isn’t just a milestone—it’s a new chapter, and MROO is here to make it the best one yet. For over 40 years, MROO has been a steadfast advocate for OMERS pensioners, protecting benefits, building community, and offering tools to help members transition into retirement with confidence. But as the organisation evolved, its brand began to feel outdated, no longer reflecting the warmth, optimism, and modernity of the lives it supports. The challenge was clear: How could MROO’s identity better mirror the vibrant possibilities of retirement, rather than the outdated stereotypes of an "ending"? The rebrand was an opportunity to reposition MROO not just as a service provider, but as a partner in possibility—a guide for the next phase of life, not just the final one.
Services
Brand Positioning
Brand Identity
Art Direction
Visual Language
Social Design
Communication Design
Website Direction
The solution started with reimagining MROO’s iconic trillium, transforming it into a modern emblem of growth and renewal. Its layered, upward geometry mirrors the idea of blossoming opportunity, while a vibrant colour palette and open typography create a visual language that feels both welcoming and forward-thinking. The design system was built to be flexible, ensuring it could evolve alongside its members and adapt to their changing needs.
Every element—from the refreshed logo to the inclusive imagery—was crafted to reflect MROO’s commitment to making retirement not just easier, but better. The rebrand also introduced a unifying tagline, “Together, we make retirement better,” which became the heart of the new identity, guiding how MROO communicates and connects with its community.
The result is a brand that feels both timeless and dynamic, ready to grow with its members for generations to come.
Designed at Jacknife
