Mutating Great Lakes Home Health and Hospice

One of the Midwest’s leading providers of superior quality health care in the home, Great Lakes Home Health and Hospice successfully completed the largest transition in its history last month with the help of RjM; on May 22, the company changed its name to Great Lakes Caring.

As a health care innovator, Great Lakes Caring wasn’t afraid to mutate—for them it made perfect sense. After two major acquisitions, their old name no longer embodied everything their business did. They needed a name that could continue represent their company through future acquisitions and geographic growth.
Great Lakes Caring turned to RjM and Fort Wayne, Ind.-based Brand Innovation Group (BIG) to come up with a new brand that could carry their company into the future but also retain elements of their past.

Through countless hours of research and brain storming, BIG came up with the company’s new name and logo. RjM used these elements to reformat employee uniforms, print pieces, business cards, advertisements and promotional materials the company uses across its 14 offices.

The brand transition wasn’t just about slapping an updated logo and name on different materials. Each marketing piece was reviewed for content, re-written and re-designed in a way to emphasized new the company’s new brand pillars, color schemes and typography. RjM also worked with Great Lakes Caring to create a new website, organize a launch event and plan weeklong brand celebration.

With this extensive brand overhaul, Great Lakes Caring is now better suited to carry itself into the future as the Midwest’s premiere choice for superior quality health care.