Stronger together: Kintura

In 2024, two highly respected senior living organizations—Brightspire and the Well-Spring Group—merged to form Kintura, a name representing strength, unity, and a shared commitment to excellence. This merger positioned Kintura as the largest not-for-profit senior living and care organization in North Carolina and among the top 40 nationwide.

Kintura now owns and operates five Life Plan Communities across North Carolina. The merger created a strong foundation of stability and security, while allowing each community to retain its distinct identity and culture. 

Reuben Rink collaborated with an executive management and board member team to guide the development of a new name for the organization. We conducted research to learn about:

• Perceived strengths and key attributes for both organizations
• Main similarities and differences between the two organizations
• How the organization would like to be viewed by its various audiences

We used this information to develop a list of possible names, ultimately deciding on Kintura. The name “Kintura” combines elements of “kindness” and “kindred” and, in a nod to both former organizations’ shared founding heritage, the Scottish Gaelic term for “journey” or “travel.”

Reuben Rink created a print advertisement to announce the formation of Kintura and continue to design community-specific ads that celebrate what makes each location unique.