For more than 90 years, Rest Haven has provided senior care services in a Christian environment. Such offerings include: skilled nursing, assisted living, independent living, Alzheimer’s care, rehabilitation services, home healthcare, homecare solutions, townhomes, Senior Care Educational Institute and Hospice.
Through focus groups. research and several branding exercises, the proper positioning was determined and the theme line “We’re Part of Great Lives” was created. It reflects the non-patronizing spirit of their organization, and builds an identity that creates synergy between their retirement residences and services. Unlike competitive organizations the message spoke directly to the potential senior resident instead of the 55 year-old daughter looking for a place for a parent.
To communicate the story “We’re Part of Great Lives,” photos and stories of residents’ lives added the sincere look and feel that best represents Rest Haven. We developed a new corporate identity with graphic standards, newspaper and magazine ads, several main brochures, radio spots, direct mail and a whole lot more.