This brand grew from 2 facilities to 30+ by creating a distinct message and identity. Here’s how:

Why:

After successfully building a mobile senior care services company, the client made their initial foray into skilled nursing care by purchasing two facilities.
The client emphasized a value-add strategy for these facilities and future facilities.
What was interesting about this purchase, is that the two facilities were at opposite ends of the East Coast: one was in Upstate NY, the other down in Florida.
Our job was twofold:

Create an overarching brand that would unite these facilities - and future facilities - under the Infinite Care umbrella and mission.
Give the visual brand a complete makeover. I mean, this is what they were dealing with:

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Let’s just be realistic for a second: in senior care, most facilities offer the same services, with variations here and there. There’s a ton of overlap. So from a brand perspective, you’re not going to differentiate yourself by saying “we care”, or “we offer short-term rehab”.
Often, it’s simply a matter of how you say it, even if it’s a slight differentiation.
Another thing to keep in mind, is that you’re not just communicating to your residents, you’re communicating with their families, with locals, with current and prospective employees, with financial institutions, etc. Your message/messaging needs to be multilayered, or mean something to multiple audiences.
With that in mind, I thought that using the Infinite name as somewhat of a jumping-off point would present an interesting distinction.