HOW DO YOU TAKE AN ORGANIZATION WITH SEVERAL DISTINCT ENTITIES AND CREATE A BRAND PRESENCE THAT ENCOMPASSES EVERY ONE WITHOUT DIMINISHING ANY ONE? YOU BRING ALL THE STAKEHOLDERS TOGETHER. YOU INVOLVE THEM IN A COMPLETE BRAND REASSESSMENT. YOU PRESENT A RANGE OF OPTIONS THAT LEAD THEM TO A THOUGHTFUL CONSENSUS.
Through the years, St. John’s Home grew into St. John’s Senior Living, an enterprise that encompassed nursing home, independent living complex, assisted living facility, day treatment programs, and models for new contemporary living and community home settings. Problem was, they each had individual brands that had little relationship to one another. PAKAN was an integral part of the marketing team that helped this community get in touch with its brand essence. We then provided a broad array of graphic and linguistic alternatives that led to a bold, new, cohesive umbrella brand that carries through each of the important sub brands of the organization. We reduced the name to its core – St. John’s. We created a new brand driver that puts its focus and emphasis on the elder community. St. John’s is the place for all to embrace living.