Presbyterian Homes Refreshes its Brand, Now Presbyterian Living
November 1, 2024
SKOKIE, IL — Presbyterian Homes has announced in a press release a new name as part of its refreshed brand and commitment to serve current residents and future generations of older adults.
“Our communities are people first,” shared President/CEO Nadim Abi-Antoun. “As we grow and evolve, our brand identity remains stable and resonates as a welcoming and purposeful place for Chicago-area adults to retire and be assured their needs will always be met.”
Inclusivity for people of diverse faiths and backgrounds will be an important component, added Abi-Antoun.
The name, Presbyterian Living, was selected after an extensive branding study informed by surveys and focus groups with local seniors and adult children, as well as corporate and community stakeholders.
“We maintained the word, ‘Presbyterian,’” Abi-Antoun explained, “to preserve our history and guiding principles, and ‘Homes’ was updated to ‘Living’ to convey the expansive and innovative services we will continue to invest in within and beyond our communities.”
Abi-Antoun said it was important for the company to build on the 120-year legacy of being a mission-driven, financially stable, nonprofit organization serving Presbyterian and all faiths — and to retain their values while evolving for the future.
In the study, several key components emerged as essential to audiences: the high-quality living provided in each community, the compassionate management and associates, a fiscally responsible parent organization, and an inclusive and welcoming environment. Additionally, the nonprofit status of all Presbyterian Living communities is an integral part of their identity and ensures funds are used for the betterment of the communities in the future and to support residents or associates with financial needs.
“Our tagline, ‘People. Community. Mission.,’ reflects what Presbyterian Living is all about, which was evident in the study and how residents have described the feeling of living in these communities,” Abi-Antoun concluded.
Presbyterian Living has three life plan communities — Lake Forest Place, The Moorings of Arlington Heights, and Westminster Place — and an independent living community, Ten Twenty Grove; the Moorings of Arlington Heights is currently in the process of their recently approved expansion to the community, allowing them to serve more residents.
“It’s been our great honor to serve Chicago-area older adults for more than 120 years,” said Vice President of Strategic Marketing and Sales Ramona Wilt. “And with our brand refresh, we are confident in Presbyterian Living’s direction for the future as we continue to strengthen our welcoming communities that provide a fulfilling and meaningful life for each and every resident.”