Parker Health Group rebranded to change the conversation on aging.  

Parker Health Group Case Study

The Organization—The Francis E. Parker Memorial Home, a 110-year old aging services provider established by members of the J&J family, now with six campuses in and around New Brunswick, NJ.

The Challenge—Parker wanted to grow regionally, change perceptions of aging and build a reputation for leadership in aging services.

The Insight—The power of branding to eradicate stereotypes. Based on our analysis we revealed Parker’s history of leading aging services was under-leveraged through an entire misrepresentation in brand positioning, design and communications. In parallel we confirmed an entirely new and more positive view of aging among today’s seniors living longer, healthier lives.

The 4Cs Shift—We applied our 4Cs discipline to reimagine:

  1. Conversation: Move the conversation from internal to external and to make aging part of life, a requirement for older demographics in the USA.
  2. Clarity: Define Parker’s business as a great organization and experience rather than a basic operation.
  3. Currency: Position Parker to extend to those 65 and older, who increasingly don’t see themselves as aged. This demographic will grow by 38 percent from 53 million to 73 million by 2030.
  4. Culture: Train 800 employees and converted their sense of self from being only caregivers to also life givers to residents, their families and the community, alike.

The Result—Parker is transforming the business, delivering on the brand through extensive revisions in communications, services, customer experiences, and through a newly minted #WithIt campaign.

The Services Performed—

  1. Market Research: Qualitative and quantitative research / Brand equity and perception re-search / Stakeholder interviews and management
  2. Brand Strategy: Brand platform / Partnership and co-branding strategy
  3. Naming: Naming / Trademarking / Nomenclature
  4. Brand Messaging: Messaging strategy / Messaging Matrix / Copy writing
  5. Brand Design: Logo and identity design / Digital UE and UI / Print and collateral design / Photography / Motion graphics / Wayfinding and signage
  6. Implementation: Training / Production / Sourcing / Launch

Parker's New Logo

Parker's hand drawn logo on stone wall

The new logo is a hand-drawn signature inspired by Francis E. Parker, the founder of Parker.

Parker's Brand Guidelines

Overview of brand guidelines designed by Ideon for Parker

Parker's Branding

The new brand comes to live in and around Parker

Parker's Brand Launch

Collage of Parker's 6 brand launch events featuring residents, staff, and the broader community.

Parker's Brand Posters

#WithIt campaign banners featuring stories from Parker residents and staff

Parker's Brand Mural

Interactive mural designed by Pell & Pell

Parker's Swag

Gifts for Parker's brand launch attendees featured new logo and design

Parker's Brand Film

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“ Ideon’s dynamic rebranding allowed us to engage the world as an inspiring aging services organization. ”
Roberto Muniz, President and CEO of Parker