I’m excited to share that next month, we are introducing a new Home Instead brand! Our new brand identity includes an updated logo, fresh brand colors, and updated photography that reflects a more modern, vibrant attitude.
Why We Are Making This Change
A new demographic of older adults – we call them the “Next Gen Ager” – is emerging with a more modern, independent, and optimistic perspective on aging. To resonate with this changing audience, our Home Instead brand needs to mirror this energy.
And while Home Instead is the largest home care provider, we trail in brand awareness and our competitors are more top-of-mind. With our current branding, Home Instead shows up nearly identically to other home care brands, and we are not standing out of the pack. Our new brand identity allows us to differentiate ourselves from the rest of the market, which will in turn allow us to reach more aging adults.
What is Changing
Beginning December 16, 2024, you will see our new Home Instead brand reflected in all our communications, materials and signage, on our website, and in new commercials and advertising. We are also moving away from the “to us, it’s personal” tagline, which allows us to have more flexibility in our future creative campaigns.
What This Means for You
Rest assured, this change will not impact your role, daily activities, or the critically important work you do to provide support, communication, and care to our clients and their families. We know you may receive questions about the new Home Instead branding, and we will equip you with information and resources to address any inquiries.
Our office will have access to updated brand materials in early December, including basic office supplies, promotional items, custom apparel, sales collateral, brochures and posters. We are also updating our Care Pro polos to reflect the new branding, including the new logo and a modern color palette.
Our Commitment to Our Clients and Families
Introducing a new logo and colors does not alter how we serve our clients and families. Ultimately, the personal, compassionate care and support you all deliver, IS our brand. After 30 years, Home Instead remains the largest home care provider in the industry, and we are steadfast in our commitment to increase the number of families we serve and help them have a better what’s next.
I hope you are as excited as I am about introducing this vibrant, modern, distinct new brand identity! Thank you for being a part of our Home Instead journey and for your ongoing commitment to our team and clients.
Please don't hesitate to reach out if you have any questions or need further information.
Donna
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