Gurwin Healthcare System
overcome market obstacles to create rebranding opportunity
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.
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.
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.
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.