Generational Care

For decades, Senior Life Resources Northwest has helped older adults and their families access essential services and support throughout the region. But as the organization looked toward its future, its name and visual identity no longer fully reflected the breadth of its work or the people it serves. In 2024, Focal Point was brought in to help guide the nonprofit through a comprehensive renaming and rebranding effort—one that would honor its legacy while creating a more relevant, approachable brand for the next generation. We partnered with Sonar Insights to pair market research with a collaborative brand development process, ultimately helping Senior Life Resources Northwest become Generational Care.

Working alongside Sonar Insights, we began with research to better understand perceptions of the organization and opportunities for its future brand. Starting with interviews of leadership and culminating with an internal survey, we gathered a diverse perspective from the top down that would inform the next phase of the project. Then together, we facilitated a renaming and branding workshop with staff, board members, and volunteers – leading the group through exercises designed to uncover shared themes, values, and ideas that could inform both the new name and visual direction.

Those insights became the foundation for name and brand concepts, which were tested through surveys to gather additional feedback and build consensus. The process ultimately led to Generational Care, a name chosen to better encompass the organization's mission and range of services, alongside an infinity heart shape, encapsulating the care and compassion behind their work. From there, we developed a comprehensive brand system, including adapted brand extensions that brought its Meals on Wheels and Home Care Services programs under one cohesive visual family.