We saw an opportunity to take Abramson on a journey from a particular narrowly defined piece of real estate into a broad spectrum, highly trusted senior care brand in the region.
The Abramson Center for Jewish Life came to us as a well-known and successful nursing home with broad awareness in its home market in the Philadelphia area. Yet the organization’s business had expanded into other services and geographies — and the brand presentation had fallen behind. The core question became — how can the brand grow to keep up with the organization?
With extensive stakeholder insight, a couple of things became clear: There was considerable opportunity to leverage Abramson’s expertise/capabilities more widely. Previous brand presentation — from architecture to identity — constrained Abramson’s potential.