Elder Services of the Merrimack Valley and North Shore (ESMV-NS) is a nonprofit social services agency serving 28 towns and cities in Northeast Massachusetts. In 2019, ESMV merged with North Shore Elder Services to create one agency with 500 staff and an operating budget of over $100 million. While the agency had traditionally focused on serving elderly residents and their caregivers, their mission has expanded in recent years to serve consumers of all ages and abilities. They turned to Cleveland Design for a comprehensive rebranding.
We started with a discovery process that involved extensive interviews with internal and external stakeholders. Leveraging the insights uncovered in this process, we created a comprehensive brand messaging platform, sharpening and clarifying the agency’s value proposition and supporting messages tailored to distinct external audiences. We then developed a new name, landing on AgeSpan to convey both their broad span of services and their mission to serve community members across all age groups. Finally, we translated the new brand identity into a fresh, new logo that captures the agency’s renewed vibrancy and expanding scope, along with a new website, collateral templates and stationary system.