Abramson Senior Care

Challenge

Abramson Senior Care

Challenge

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?

Process

  • Logo Evolution
  • Brand Architecture
  • Vision, Mission, Values
  • Brand Book
  • Communication Suite
  • Video
  • Signage
  • Style Guide

How We Got There

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.

Logo

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.
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.
This legacy logo was both limited to a ‘place-based’ anchor and its rainbow representation was widely thought to reference extraneous cultural touchpoints (Gay Pride, etc.). We earned the right to take a fresh look.
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.

Brand Architecture

We organized the new brand architecture around a ‘spectrum of care’ approach that uses color-coding and clear identity guidelines to define where the continuum of care begins and ends. We anchored the service lines into the newly formed umbrella brand.

Vision and Mission

To celebrate heritage yet better prepare for a broader future, we worked with Board and staff to progress the organization’s Vision, Mission, and Values. This was a great opportunity to express our broad vision while strengthening our anchor in Jewish values.

Values

Our values establish norms while defining what matters most to us.

Brand Book

The best brands are built inside-out — we developed a Brand Book to promote internal brand education and cultural cohesion, which is especially important as Abramson expands.
The best brands are built inside-out — we developed a Brand Book to promote internal brand education and cultural cohesion, which is especially important as Abramson expands.
The best brands are built inside-out — we developed a Brand Book to promote internal brand education and cultural cohesion, which is especially important as Abramson expands.
The best brands are built inside-out — we developed a Brand Book to promote internal brand education and cultural cohesion, which is especially important as Abramson expands.

Video

We developed a series of videos for internal and external audiences to express the spirit of the brand.

Communication Suite

Each team member will eventually see the evolved brand as a catalyst for day-to-day communications.

Signage

We are in the midst of rolling the new brand out across the many touchpoints that drive Abramson — this involves a complex environmental graphics program and the website is next in the queue.
We are in the midst of rolling the new brand out across the many touchpoints that drive Abramson — this involves a complex environmental graphics program and the website is next in the queue.

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