Update an already successful brand to embody a new approach to service that unifies and inspires employees companywide.
Aegis Living is at the forefront of the senior living industry. They are uniquely and passionately people-focused—on residents and their loved ones, of course, but also employees. As Aegis puts down stakes with new communities in new territories, the challenge was how to articulate the company mission to their growing employee base and ensure impeccable, consistent service throughout.
According to Chief Marketing Officer Angie Snyder, the previous brand strategy was eight years old and “beautiful in many ways, but it didn’t reflect our holistic evolution and how we want to continue to lead.” To take Aegis to the next level, “We needed someone who could think outside the box we’ve lived in for a long time.” They chose Northbound.
The Northbound team was captivated by Angie’s vision. Most companies in this industry focus on providing evidence-based medical care. But Áegis is concerned with making people feel loved—treating them like family, not patients.
Northbound undertook an in-depth analysis of Áegis and both competitive and comparative brands, along with independent research, in order to articulate what it means to be Áegis in a way that employees would be inspired to operate from the same values. Culture is one of the company’s prime differentiators, so bringing this forward was key.
The Brand Compass positions the company as a luxury hospitality brand providing an enriching lifestyle rather than as a healthcare provider. Áegis was already moving in this direction, but Northbound crystalized it with messaging focused on elevating expectations, creating magic, and embracing possibilities in every individual and every moment.
Angie is delighted with the messaging. “Sometimes branding work can be a little esoteric, lofty and disconnected. But Northbound really understands how to develop a strategy that works, that doesn’t just end up on a shelf.”
They started with a soft launch, wrapping the new brand into their culture. Angie defines success by how much people understand and embody the messages. The results have been phenomenal. “People talk all the time about how they’re going to create ‘magical moments’ for residents. Our new brand really inspires employees to try harder. And it’s not a big lofty goal like ‘we’re going to be the best.’ It’s something they can work towards every day.”
Further, “Our new brand resonates at all levels of the company, and allows everybody to be a part of it. That can be really hard to do. The epitome of great branding is when it works for everyone.”
Angie sums up her experience. “I am immensely grateful for that support we got from Northbound. It is not easy to find today. Not because people don’t have the intention, but because they don’t have the skill and the capability. Northbound was a really great steward of the work we were trying to achieve. I haven’t had a brand experience that has been as easy, honestly.”
“Sometimes branding work can be a little esoteric. But Northbound understands how to develop a strategy that works, that doesn't just end up on a shelf."