Wesley Homes’ 15-year-old logo and pastel color palette belied its ambitious growth strategy. Its messaging didn’t differentiate. The naming architecture made the organization’s communities appear to be distant cousins. Consumers were confused by the “continuing care retirement community” descriptor. Yet residents, community members and staff were uncertain about rebranding, concerned that their heritage and mission would be lost.
For the brand to be owned and loved outside of the marketing department, residents and community partners needed to weigh in. We helped Wesley build a diverse brand team and over six months together, we redefined the brand. Our focus was on what is unique to Wesley in a sea of competitors. We combed through research and provoked lively brand team exchanges. The consensus? Wesley’s singular role is Champion of Choice for Aging Well. With compelling clarity, we then developed a new logo, brand architecture, messaging, design system and brand story.
Residents and staff alike embraced the new logo inspired by stained glass that honors their Methodist heritage. Launch celebrations were well attended at each Wesley location. The demand for redesigned materials and signage surprised and delighted leadership. Logo items from polo shirts to coffee mugs are seen throughout their communities. And proud residents were pleased to be volunteer models in new brand ads.