Leading the way in Aging & Aging services
Work: Strategy & full rebrand
Category: Aging services
Services provided: National study; category audit; brand strategy; positioning; messaging; identity; internal training and alignment
A national, “Aging in America” study led by my team, found that aging and aging services were depressingly associated with alienation and decline, and were in urgent need of new perspective. It also found that Parker, a leading aging services organization since 1907, had the standing and resources to fill this vacuum. Our strategic rebrand created the necessary narrative and platforms for Parker to usher in a new approach to aging.
How we did it
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A brand vision that creates an inclusive narrative for aging: ”We make aging part of life” rejects the idea that aging must be reduced to isolation or decline. Rather, it places aging at the heart of a collective social agenda, and frames it as a relevant imperative, led by Parker.
A new mission that focuses on programs, partnerships, initiatives and services work to normalize aging: “Making aging relatable, manageable, and enriching” considers lifestyle needs as well as clinical ones to improve “quality of age/aging” overall.
An awareness campaign that challenges agist attitudes: #WithIt celebrates vibrant seniors who are “with it”, and prompts the rest of us to get “with it” too.
A new visual identity energizes Parker and aging services: The new “signature” logo and poppy red palette breathe vitality and humanity into the brand, “shaking up” the category, and enabling engagement on new terms.
Before
After
Major investments shaping the sector: Parker’s numerous thought-leader initiatives are shaping the national conversation on aging and innovation in aging services.
The first-ever longitudinal survey in the US to annually track attitudes towards aging
Partnerships to promote senior visibility and spiritual wellbeing, while reducing social isolation
$18.8 M gift to create the Parker Division of Geriatrics at Rutgers University
