What we did: Message strategy, naming, logo, creative concept, video
Proudly moving forward with a united brand
Careforth (formerly Seniorlink) supports family caregivers with an expert care team, helpful resources, and financial assistance. Seniorlink was an umbrella brand name that also included Caregiver Homes and Seniorlink’s app, Vela. Because the different names caused some confusion, and Seniorlink serves more than seniors, the organization wanted to unite around a name and brand that would better reflect who they are and what they stand for. We were eager to help.
After conducting workshops with employees, executives, partners, and family caregivers, we agreed that a new name could better represent all segments of the business while bringing the mission to life in a powerful way. We proposed Careforth, a name that calls to mind the caregiver’s journey and conveys forward momentum—a brand committed to helping family caregivers and transforming the future of care at home. While the new brand purpose, “surrounding caregivers with connectedness,” informed the identity and look and feel, a brand essence video introduced the new brand both internally and externally.
Careforth’s new brand created excitement and inspired unity among employees, and the team eagerly embraced it. So much so that after the launch, we developed a recruitment campaign, using the new brand to attract more employees to an organization that anyone would feel proud to be a part of.