Seven Year Old Company Revamps Image, Highlights Positive Aspects of Senior Home Care

Alternative Home Care for Seniors, a privately owned company, unveiled a new logo and website today as part of a re-branding initiative for the in-home care for seniors agency.

“Having analyzed our marketing materials and those of our competitors, we saw a need to present a more positive image of our industry,” says Derrick Merchant, co-owner.

“While aging is part of life, many eldercare services reinforce this negative aspect,” says Sharna Fulton, Marketing Director for Alternative. “Websites and brochures are filled with pictures of frail seniors, blase’ colors and ‘elderspeak’ copywriting, a talking down to the customer. Research shows this is not healthy for mature adults,” adds Fulton. “In rethinking our brand, we hope to show our understanding of what is important to 89% of seniors. They simply want to remain independent in the place the love most, home.”

Many home care clients are the children of seniors often juggling their own lives. Thus, the goal for Alternative’s new logo was to convey a modern, no-nonsense approach to home care offered in a warm and caring way.

A contemporary sans serif typeface and the colors, plum and apple green were chosen for the logo. Plum symbolizes wisdom, independence and dignity. Apple green signifies life and well-being. The graphic triangle (roof) over the checked box (house) communicates that Alternative is the agency to select (check), explains Fulton, who designed the logo. The image was then finalized at a local graphic design firm.

The website continues the look. It includes positive scenes of home such as a woman gardening, a grocery shopping list and a rocking chair on a screened-in porch. “These photos signify what our company is proud to deliver time and again,” explains Shawn Merchant, co-owner. “It’s how our care providers offer our senior clients the ability to continue enjoying life at home.”

For more information, please contact Sharna Fulton at (404) 663-8450.