(Commissioned by: Ptex Group)

Client: The Blossoms Healthcare

The secret to a smooth transition - and universal employee buy-in - at 12 facilities in a different part of the country? Get on message.

Why:

• Newly-formed Senior Care brand had recently purchased a struggling 12-facility portfolio in Arkansas
• Previous ownership was rife with turnover and subpar care, and this new brand - comprised of successful industry veterans - wanted to create a name and brand that represented a new age of stability and sterling care.
• One interesting caveat: the ownership group was based in New Jersey. The difference in styles and cultures between the fast-paced Tri-State Area and the leisurely, friendly Southern way of life meant ownership would have their work cut out for them to ensure a smooth takeover and transition.

What We Did:

• Easily the most difficult thing to do in branding/marketing is to create a name. In order to create the perfect name, you need to do one thing only: follow the brand strategy.
• We opted for The Blossoms, for a couple key reasons:
• The blossom, or, more specifcally, the apple blossom, is the state flower of Arkansas
• The word blossom generates a softer, brighter association
• This name aligned perfectly with the brand strategy: stability, pride, and strong commitment to their residents and employees.

Brochure

Core Values + Campaign