HDG is a leader in managed care communities around the country, and known for its consulting services to assisted living and long-term care organizations. As HDG’s founders prepared for a leadership transition, we collaborated with senior management to develop a comprehensive update of the organization’s brand identity. This was strategically rolled out in tandem with the announcement of a new CEO.

After conducting an initial series of interviews with key clients and organizational stakeholders, multiple visual directions were mapped out before landing on the new identity. This solution was then deployed throughout HDGs communications, including a newly designed website, across social media channels, and some special “extras”; a proprietary design pattern was also developed to be used within new HDG offices. To dramatize the new look, their pattern was even incorporated into custom socks, which were given away at a coordinated internal kick-off event!