hatching a brand that sets expectations free to soar
An outdated understanding of Saint Francis Home left them out of the senior-care conversation. A brand update helped the assisted living community find its voice.
An assisted living community serving seniors of limited means, Saint Francis Home leaned on Medicaid and donations to help cover costs. But to survive, they also needed to attract more private-paying clients. Their reputation as a bare-bones facility—coupled with the institutional word ‘home’—left prospects cold, and misrepresented the warm community that lived within.
our solution
Saint Francis needed more than a new look; they needed new positioning. To add warmth, we dropped “Home,” replacing it with a neighborhood designation. To add clarity, we added the descriptor “An Assisted Living Community.” And to add vitality, we reimagined their logo, developing a contemporary and colorful mark that honors their foundation in faith and symbolizes their diverse community.
the tactics
To support the refreshed brand, we developed a comprehensive identity system, new signage, marketing materials, and donor videos that transformed their reputation from a thread-bare institution to a vibrant community rich in all that matters.
To attract new residents, we developed a warm and welcoming website that showcases the community to seniors and their loved ones, details housing options and accelerates turning prospects into residents.
More than just a redesign, the campaign transformed their reputation from a thread-bare institution to a community rich in all that matters.
the results
With a fuller picture of what they are supporting, donors have a more compelling reason to give, as evidenced by record-breaking donations at their latest benefit. Charitable donations have grown $100,000 a year since partnering with 93 Octane.
At the same time, Saint Francis — Manchester’s resident count continues to grow, with the facility now at 100% occupancy. More importantly, the community diversified its resident mix to produce a more sustainable financial model.
Next up? They expect to add additional rooms.
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