Alignment

Augustana Care and Elim Care wanted to blend their two cultures. Their mission was to become one nonprofit, faith-based organization, providing housing, health care and community-centered services across five states. To create a fresh, unifying identity, we worked through a complex branding process that included naming, logo design, a brand standards guide and brand narrative. Research with hundreds of key stakeholders led to the name “Cassia,” a biblically referenced essential healing oil that nods to the organization’s faith-based roots. The brand launch — which included a landing page, video, posters and the planting of cassia trees at each location — was a rousing success. Now, stakeholders say that  “Cassia” seems like exactly the right name, and they feel very comfortable with the choice.