Client Spotlight
The Wesley
The Wesley, a senior living community, underwent a comprehensive rebrand to better reflect its values, culture, and future vision. BowerCommpartnered with The Wesley to not only develop the new brand identity, but to successfully launch it to both internal and external audiences—ensuring clarity, alignment, and excitement around the transition.
THE CHALLENGE
Transitioning from a legacy brand to a new identity required clear, consistent communication with residents, staff, and the broader community.
Ensuring internal alignment so staff could confidently understand and represent the new brand.
Creating a cohesive visual identity and messaging system across all touchpoints—from print materials to digital platforms.
Generating awareness and excitement ahead of the public launch.
Communicating the reasoning behind the name change in a way that felt clear, positive, and forward-looking.
OUR APPROACH
Developed a comprehensive visual identity system, including brand guidelines, templates, and communication tools to ensure consistency.
Updated key digital assets, including a website reskin across core pages.
Created internal and external communication tools such as brochures, templates, and brand education materials.
Produced brand storytelling assets, including an anthem video and explainer video to communicate the mission, vision, and purpose behind the new name.
Planned and executed an integrated, multi-channel launch campaign—including press outreach, social media, print, radio, and a community-wide launch event—to build awareness and drive engagement.
THE OUTCOME
Successfully transitioned from Wesley Towers to The Wesley, aligning the brand with the organization’s expanded services and campus-wide identity.
Delivered a high-impact community launch event that generated strong local engagement and visibility.
Extended the brand experience through unique, on-site elements and programming.
Generated positive community awareness and sentiment through press coverage, event participation, and ongoing visibility.
