Making
aging
engaging

Work: Strategy &full rebrand
Category: Aging services
Services provided: National study, category study, brand strategy, positioning, messaging, identity, and internal training/alignment

Parker, a leading NJ-based aging services organization since 1907, wanted to revitalize its brand and its role in the category. A national study led by my team on Aging in America, found that aging and aging services were depressingly associated with alienation and decline, and in urgent need of new perspective. It also found that Parker had the standing, resources, and talent to fill this vacuum. We developed the necessary narrative, brand strategy, identity and initiatives to enable this organization to become platform for a new approach to aging in America. 

How we did it
…

A new 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 practical brand mission for making aging services and design more
relatable, manageable and enriching. Parker-led programs, partnerships, initiatives and aging services consider ways to normalize aging; promote lifestyle innovation (not just clinical innovation),
and seek ways to improve “quality of age” overall.

An awareness campaign “#WithIt” campaign that challenged the public to view seniors in a new light and to confront their own biases toward aging. 

#With It celebrates vibrant seniors in a variety of contexts. It presents us with senior role models who are “with it” and with facts that challenge the rest of us to catch up, and get “with it” too

Numerous thought leader investments and initiatives to make aging more relatable, manageable, and relevant.
As an outgrowth of out work, Parker now runs the first ever longitudinal survey on Aging in America to annually track attitudes towards aging. It earmarked funding for center of aging at Rutgers University, which came to fruition in 2023. And its entered into partnerships withVNA to promote home services. We also proposed partnerships with the likes of Uber, Tao Porchon Lynch, and The Moth to promote more ways for seniors to get around, stay limber, tell their stories, and stay connected.

A full rebrand with an energetic logo and color palette to bring vitality and joy to the category. The logo signature, honors founder Henrietta Parker’s pioneering legacy as well as Parker’s culture of personalized care. The poppy red brings cheer and vitality to the Parker experience and celebrates Parker community and staff. The new identity and stands in welcome contrast to Parker’s legacy look and feel, as well as that of the category overall..

Parker now leads the national conversation on aging and has become a center of excellence for best practices in aging services. The new brand narrative, initiatives, and modernize assets and have been an important vehicle for enabling this shift and new engagement.