Gurwin Healthcare System
overcome market obstacles to create rebranding opportunity
overview
When the former Gurwin Jewish was ready to lift the pandemic-pause on their new healthcare system brand, we researched and retooled our strategy to drive consumer engagement and interest—and engender trust—in a senior services environment that was super-cautious and ever-changing.
Brand Identity
Innovation rooted in tradition
The refreshed brand identity we created for Gurwin pre-pandemic was now all-the-more relevant. Rich with history yet bold and contemporary in design, its Tree of Life icon gives a nod to the brand’s Jewish heritage while the “Caring for Generations” tagline communicates its legacy and evolving continuum of care model.
INTEGRATED CAMPAIGN
Yesterday & today
Gurwin’s generations-long relationships with their clients, families and communities take center stage in creative that’s both emotional and practical: The sepia-tone family photos give the campaign a distinctive and heart-warming look, while circumventing the need to update visuals to reflect the ever-changing mask/no-mask environment.
The campaign not only focuses on building awareness for Gurwin’s new healthcare system positioning; it also promotes specific service lines to drive in potential new clients.
INTEGRATED CAMPAIGN
Stand out to drive residents in—and sell out
Long Island’s 60-plus housing market is super competitive … and oh, so boring. Standing out in this sea of same was a must as Gurwin sought to fill the resident pipeline for their new Fountaingate Life Plan Community. Part awareness-building, part call-to-action, our ownable “Fountaingate feeling” campaign did just that.
While COVID-related issues delayed construction, securing Phase I depositors couldn’t wait. We didn’t either.
