Rebranding defines company’s position as leading senior living provider
As a part of its long-term growth and business strategy, Erickson Living today unveiled its plan to evolve its brand identity and change the company’s name to Erickson Senior Living. The rebranding comes as the company, which oversees a portfolio of more than $1 billion, continues to invest heavily to enhance and expand its network of senior living communities and directly connect its offerings to a population anticipated to double to 98 million by 2060.
Erickson Senior Living’s portfolio consists of 20 communities in 11 states that employ more than 15,000 employees and are home to more than 27,000 residents. Over the next five years, the company—the sixth-largest senior living provider* in the nation—has committed nearly $3 billion for development and construction of 5,000 new apartment homes across the enterprise.
“At a time when the company is rapidly expanding and we are making significant investments in new and existing communities, we wanted to refresh our branding to proudly recognize the individuals we are in business to serve each day,” said Erickson Senior Living’s Chief Executive Officer Alan Butler. “Our new brand is designed to reflect our commitment to enabling seniors to enjoy an active, engaged lifestyle in financially secure communities that foster their passions and interests in addition to promoting their health and well-being.”
The updated branding was developed via a research-based brand discovery process managed by an internal task force that included prospect and employee focus groups, surveys and in-depth reviews of industry and demographic trends. The result of this intensive research effort informed the new brand identity, which clearly defines the company as a senior living manager and developer.
To signify how the Erickson Senior Living culture is embedded in every community the company manages, the new brand logo depicts foundational promises the company makes to residents—financial stability, health and well-being and an active and engaged lifestyle—as three gently curved lines that form a subtle “E.”
“The promises we make and keep to residents is what sets us apart from other senior living providers,” said Erickson Senior Living Executive Vice President of Sales, Marketing and Communications Tom Neubauer.
“This rebranding reflects the essence of who we are as an organization and represents our unwavering commitment to providing the industry’s best programs, services and amenities.”
The rebranding coincides with Erickson Senior Living’s growth plans, which include opening Siena Lakes in North Naples, Fla., this summer and Avery Point just outside Richmond, Va., in late 2022 (first phase). Other communities on the horizon include Woodleigh Chase in Braddock, Va., as well as those contingent on final zoning approval—a property in Clarksville, Md., and the redevelopment of the existing Marriott International, Inc., global headquarters site in downtown Bethesda, Md.
An integral part of the company’s rebranding is the recent launch of an updated company website. The new site features a modern design, improved functionality, streamlined content and customized viewing of floor plans and virtual tours, as well as insightful stories reflecting the value and benefits of living at an Erickson Senior Living community.
More than ever, Erickson Senior Living is positioned for long-term success. The company’s financial strength, adaptability, innovations, growth initiatives and one team culture have provided the framework for ongoing growth, including securing more than 1,600 apartment home settlements in the past year. By further differentiating itself in the senior marketplace with a new brand position and website, the company not only amplifies its engagement with prospects and others but also creates new growth and service opportunities in an ever-evolving market.
*per Argentum annual ranking
About Erickson Senior Living: Erickson Senior Living is a nation-leading manager of continuing care retirement communities. More than 27,000 residents supported by a team of 15,000-plus employees reside at Erickson Senior Living communities in 11 states. Please visit the Erickson Senior Living website to learn more about the company.
