Situation: Over the course of its nearly 100 year history, The Beth Abraham Family of Health Services had grown from a single nursing home in the Bronx serving primarily Jewish immigrants to a diversified $750 million health care delivery network comprising nursing homes, community heath care centers, home care services and more.

Challenge: After numerous acquisitions over the years, the company’s strengths as a regional organization lay hidden behind a welter of local identities, while the reputation of the parent had lost its luster.

Response: A new name based on painstaking multi-cultural research and testing broadened the organization’s appeal across the numerous culturally diverse communities it served.

Result: The company’s awareness and reputation strengthened rapidly, while a flexible brand architecture made it possible to preserve the valuable equity of local brands and win the support of employees.

Agencies: Riley Weiss, BrandLogic (now Tenet Partners); brand development, corporate identity and communication support, Neil Gluckin VP of Marketing and Advertising