The new brand identity conceptualised by Energy BBDO aims to be more inclusive and reflect the evolving global language around the way people talk about older adults
Home Instead, the leading provider of in-home care for older adults, has launched a new brand identity and campaign to promote the evolving organisation. Created in partnership with creative agency Energy BBDO, the changes modernise the brand and share an uplifting approach to staying happy and well at home. Home Instead delivers personalised care to allow older adults to live safely and independently in their own homes.
The brand’s update includes a simplified logo and the removal of the term 'senior care' from the official name - Home Instead. The changes are meant to be more inclusive and reflect the evolving global language around the way people talk about older adults. The name change also allows the brand to more broadly address helping aging adults meet their needs wherever they are on their care journey.
The new campaign, 'A Life Well-Lived Should Continue at Home', incorporates the updated Home Instead brand identity. The campaign highlights older adults who have had fulfilling lives full of ups and downs and as they want to continue their lives comfortably and safely in their own homes, Home Instead is there to help.
The campaign highlights the stories of those cared for, with copy like "Meet Jeff. In his life, he’s been to the bottom of the ocean, the tops of mountains, the ER, twice, and all of the places this guy runs off to (referring to his pet dog)”, and “I ran a ship, a small business, and three marathons.” The campaign will live on TV, OLV, social, print, and digital display. The campaign targets those looking for in-home care.
“We set out to evolve the brand with a cleaner and more contemporary visual identity that still inspires trust. We wanted to harness the service and dedication of the company with a future-forward symbol that stands out from the category. With this new campaign, we celebrate the interesting and unexpected life journeys of older adults, to remind them and their loved ones that with care provided by Home Instead that amazing journey can continue at home. We decided to use optimism to position Home Instead within a category that is often overly sentimental,” said Energy BBDO creative director, Gloria Dusenberry.
“Our new brand represents Home Instead today and will continue to serve us as we look to the future,” added Jessie Brumbach, global chief brand officer, Home Instead. “We’ve given our logo a modern, refreshed look, while keeping the tulip that has come to symbolise the highly personalised care we’re known for. In addition to the updated logo, shortening our name to Home Instead better reflects our global presence and the desire of our clients to remain at home as they age.”