01
Challenge
Creating a new brand and generating awareness
Senior Services, a 501(c) (3) tax-exempt charitable organization, has been operating in Forsyth County since 1962. Their mission is to help older adults remain at home for as long as possible and live with dignity. Senior Services, along with 21 partner organizations, created The Intergenerational Center for Arts and Wellness. The Generations Center was founded on the belief that how we care for older adults defines our community and that sound intergenerational relationships, created through meaningful moments of human connection, enable our community to thrive.
First, to create the new brand for the Generations Center. Second, to generate awareness and positive attention ahead of the opening of the new facility.
02
Strategy
A unique identity and multi-channel, integrated communications plan
It’s a challenge when your target audience is quite literally everyone within the community. It’s also a beautiful opportunity to create a campaign that speaks to and invites all residents into the fold, so to speak. While the communications plan very overtly laid out messaging priorities by segment (i.e. existing Senior Service clients, caretakers, agency partners, stakeholders, etc.) and leveraged channels appropriate to each, the overarching campaign spoke to our commonalities rather than our differences and the mutual benefits of the new Generations Center as a resource for all.
Campaign Components
- Partner & Stakeholder Research
- Brand Architecture
- Brand Positioning
- Brand Identity (abbreviated name, logo, etc.)
- Brand Guidelines
- Concept Development
- Integrated Communications Planning (including paid media, events, PR, etc.)
- Social Media Playbook & Community Guidelines
- Advertising Campaign Development
(OOH, Print, Digital, etc.) - Collateral
- Partner Toolkit & Training
Logo & Color Palette
Bringing people together through our brand identity.
Logo Color Variations
Creating a consistent, contemporary look and feel across channels and with partners.
Social Media Story
Engaging community members online.
Senior Services Campaign
Social Media Campaign
Driving our audience to the grand opening.
03
Results
Exponential Engagement Growth
The Generations Center brand was successfully launched via a fully-integrated communications campaign and has since become readily recognizable within the Winston-Salem/ Forsyth County community.
Partner agencies have successfully integrated the brand into their own communications and continue to amplify the message regarding the full range of services and support available at the center.
The one-of-a-kind, state of the art facility and service offering have garnered press coverage both locally and nationally.
800
Attendees at the ribbon cutting & Grand Opening event
21
Partner agencies utilizing the Brand Guidelines & Partner Toolkit
10K
Link clicks at less than $0.50 per click
Credits
Creative Director
Jane Doe
Brand Lead
Jane Doe
Designer
Jane Doe
Developer
Jane Doe
Creative Director
Jane Doe
Brand Lead
Jane Doe
Designer
Jane Doe
Developer
Jane Doe
Creative Director
Jane Doe
Brand Lead
Jane Doe
Designer
Jane Doe
Developer
Jane Doe
