A home base for the next adventure
When we interviewed residents of Woodcrest Villa, many shared the same reason why they’d hesitated to move in. They remembered their “parents’ retirement communities”—places where your horizons contract and you lose your independence.
This explains why so many retirement communities use language like “live a life with purpose.” Our problem with that message is how it implies your current life lacks purpose. And for the younger, more active audience Woodcrest Villa wants to reach, this couldn’t be further from the truth.
So instead, we positioned Woodcrest Villa as a place to keep being yourself and doing your thing.
Renaming to welcome all
After 120 years, “Mennonite” no longer described the organization. Less than five percent of residents and staff are Mennonite—and the name caused confusion as to whether non-Mennonites could live or work there.
When exploring new names for Mennonite Home Communities, we wanted a word that conveyed activity and togetherness. Tandem calls to mind a tandem bicycle and suggests the concept of moving forward together.
For The Mennonite Home, we went with a name that sounded reassuringly traditional. Trillium Place takes its name from the trillium, a beautiful wildflower that’s a subtle nod to the organization’s heritage. (The trillium, with its three white petals, has long been a symbol of the Christian Trinity.)
Three brands, one system
We developed a brand system that could accommodate three distinct organizations—and allow the flexibility for more to join the fold in the future. A vibrant palette represents the active lifestyles residents lead, while refined typography and iconography reflect the reputation of Woodcrest Villa and Trillium Place as two of the top-rated retirement communities in the state. Months after launching the rebrand, Tandem was ready to add the next community to their organization—Calvary Homes.
One system, three websites
We translated the new branding into a custom WordPress multisite. This makes it easy to update all sites from one place, streamlining regular maintenance for the team at Tandem Living. The custom theme also allows them to create their own marketing pages quickly, without being stuck in rigid templates.
Tandem Living
Woodcrest Villa
Trillium Place
Infantree enthusiastically engaged us with penetrating questions, urging us to think deeply about our current brand, how it stacked up against the competition, and how a new brand could propel our organization forward. They encouraged us to think outside of the norm, to consider new and creative possibilities. What resulted from this robust, careful process was not only a new brand – but new names!
The new names and brand have been met with universal appreciation from our constituents. In addition to leading us through an authentic discussion, Infantree’s team of experts developed outstanding, creative, and beautiful assets that proudly and effectively showcase our new brand. If you want to work with an outstanding team, I highly recommend Infantree.
Dan Mortensen
Vice President of Operations
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In the end, all those moving pieces really came together.
Of course, the folks at Tandem Living knew they’d have to introduce these changes well to their residents and staff. We developed a launch plan to help explain the new brands, addressing the inevitable concerns that the organization had been sold—or had sold out on its values.
Welcoming a new community into the fold
The client told us from the get-go that they were planning to purchase another local community at some point in the future. It ended up happening less than a month after the rebrand. And with a little logo update, Calvary Homes fit right in.