Rebranding For A Bright Future

The Presbyterian Homes, Inc. has offered faith-based continuing care retirement communities in North Carolina for over 75 years. To better reflect the organization’s evolution, Reuben Rink helped initiate an extensive exploratory and rebranding project culminating in a new name, Brightspire, and new branding. Getting to the root of the brand’s values helped us create a new identity that leverages the organization’s Presbyterian heritage while conveying the broader appeal of a welcoming and enriching culture. To roll out the new branding, we created an introductory video and a series of support materials that share excitement about the new name and how it strengthens the organization. With a new brand identity firmly in place, the future continues to look bright for Brightspire.