Founder’s Playbook
Brand Strategy
In 2010, the U.S. Department of Health and Human Services awarded a historic grant to improve how long-term care serves LGBTQ older adults—an often invisible population. SAGE was selected to build the nation’s first federal LGBTQ aging resource center. Success would require more than training. It demanded a new public identity, narrative, and voice to change the field.
Strategy: Robert Espinoza
Design: Leanne Locher & Associates
For: SAGE - Advocacy & Services for LGBTQ+ Elders
Images: SAGE
Why the Moment Mattered
Introducing an issue—and a population—many had never considered
Organizations launching new initiatives in sensitive or emerging areas often face similar challenges. The population they serve may be misunderstood or stigmatized. Providers and policymakers may lack awareness or cultural competence. The field may not yet have shared language, frames, or reference points. And new initiatives must establish credibility quickly—while navigating high-stakes conversations about dignity, equity, and care quality.
The National Resource Center on LGBTQ Aging needed to make the invisible visible—and do so in a way that felt authoritative, accessible, and human.
How the Vision Took Shape
From margins to mainstream through narrative and design
Robert developed a communications approach rooted in strength-based framing, positioning LGBTQ elders not as problems to be managed, but as communities with resilience, history, and leadership. Working closely with designers and communications partners, he shaped a narrative that reframed LGBTQ aging from vulnerability to possibility—while grounding the work in policy relevance and provider practicality.
The strategy aligned storytelling, visual identity, and messaging so every touchpoint reinforced the same core idea: inclusive, culturally responsive care strengthens the entire long-term care system.
“Robert pairs deep policy expertise with exceptional strategic communications instincts. He knows how to translate complex aging and care issues into compelling ideas that move leaders, advocates, and the public to action.”
— Michael Adams, Former President and CEO, SAGE – Advocacy & Services for LGBTQ+ Elders, and Former Board Chair, American Society on Aging
What Was Delivered
A compelling brand identity and publishing platform built for credibility and reach., clarity, and reach
Under Robert’s leadership, the Center launched as a cohesive, national platform—pairing a clear narrative on LGBTQ aging with a trusted visual identity, practical tools, and resources designed for providers, policymakers, advocates, and older adults. Strategic partnerships expanded visibility and adoption, positioning the Center as the leading authority on LGBTQ aging.
Over time, the National Resource Center on LGBTQ Aging reshaped how aging services and policymakers understood LGBTQ older adults—reaching millions, training thousands of professionals, and establishing LGBTQ aging as a core area of policy and practice. As visibility grew, the narrative shifted from marginalization to inclusion, demonstrating that culturally responsive care strengthens outcomes across care settings.
Similarly, organizations working with The CareWorks Project gain clear, credible insight that surfaces overlooked needs, strengthens decision-making, and supports lasting systems change—equipping leaders to design programs, shape policy, and move with confidence.
Meet the Founder
Founder & CEO of The CareWorks Project, Robert Espinoza is a national expert on the care economy, advising leaders on caregiving, aging, workforce policy, and narrative strategy to create a long—term care ecosystem that truly works.