LONGMEADOW — Continuing a journey of transformation that started years ago, Jewish Geriatric Services Inc. (JGS) announced that the organization is launching a rebranding campaign featuring the new name JGS Lifecare, a redesigned logo and website, and a refreshed brand identity.
“Our tradition of culture change began in the ’90s and continues today with our Project Transformation initiatives, which will bring the person-centered small-house model of care to our campus,” said Martin Baicker, president and CEO of JGS Lifecare. “We challenged ourselves to develop a brand that would allow us to better communicate our services as well as maintain continuity with our heritage.”
The new brand reflects a broader range of services and programs for a diverse population of ages, income levels, and health statuses. “Using the acronym ‘JGS’ leverages an established and respected Jewish Geriatric Services brand, while ‘Lifecare’ sets the tone for a new point of view,” said Susan Goldsmith, chair of the JGS rebranding committee. “It’s a beautiful, human word that has an emotional story behind it.”
The new name encompasses the organization’s elder-care services and facilities, home health and hospice care, assisted living, independent living, and rehabilitation services, reinforcing its continued commitment of caring for the community, she added.
“The name Lifecare means so much more than geriatrics,” said Dr. Robert Baevsky, chair, JGS Lifecare board of directors. “With the addition of the Sosin Center for Rehabilitation [set to open next summer] and the small-house model of care, we are refreshing our mission, vision, and commitment as a trusted healthcare resource for people of all faiths and needs.”
The new name and redesigned logo indicate what JGS Lifecare is and what the organization stands for. The new logo updates the existing JGS tree mark into a modern menorah with ‘flames’ of leaves. “The evolution of our former tree symbol combined with a strong Jewish symbol pays homage to our roots and mission,” said Baevsky. “It also illustrates the building of a refreshed, experiential brand, modernizing how we present ourselves to existing and new consumers.”
The new website, jgslifecare.org, is modern and mobile- and tablet-ready. Designed to showcase the organization’s mission, history, and care and services, the site is organized to provide visitors with an easier way to learn about what JGS Lifecare does and how to get involved. The revamped site, the product of customer feedback and best-practice research, features easier navigation and expanded details about the organization’s history and future.
“We’re introducing the world to the next evolution of an organization founded as the Daughters of Zion Home for the Aged,” said Baicker. “We have a long tradition of embracing culture change to better serve our residents, patients, and families, and we are excited to introduce the community to the next stage of this venerable organization.”