case studies

Revera

Brand Foundation / Name / Visual Identity

Retirement Residences REIT was taken private in 2006, necessitating a name change. The organization employs 25,000 people and operates 237 properties in the United States and Canada. Instinct was retained by the CEO to first, finalize an internal effort to define the company with a Brand Foundation. Guided by the clarity and authenticity of those Brand elements, we then coached a Brand Team of internal stakeholders through the development of a new name and visual identity.

Central to the naming process was our focus on the Brand's position and positioning statement: The pinnacle of caring and Enhancing Lives, respectively. Using our Naming PathWays™ methodology, we then developed a long list of 300 potential names, coached the Brand Team over several distillation meetings, and directed the appropriate linguistics, legal and domain checks to arrive at Revera — an emotive name rooted in the Brand's reverence for human life.

Throughout the name development process, we coached the Team to maintain an intense focus on the objectives that any successful Brand name must accomplish. For example, it must cut through the fog of hyper-messaging — the unprecedented amount of commercial messages that flood media channels and the minds of target audiences — while communicating the Brand's point of difference in an authentic way.

Once — and only once — the Foundation and name were finalized, did the designer have the necessary information required to craft a meaningful visual identity for the Brand.

BRAND FOUNDATION

Mission – Our driving force, what we strive to do every day.
To enhance lives with choices in community living,
warm hospitality and compassionate care

Our Pledge – We will be...
Respect — Everyone is important
Integrity — Doing the right thing
Excellence — Doing our best
Compassion — Caring with passion

Values – Who we are, our principles.
Safe
Respectful
Caring
Fair
Accessible

Position – How we are different.
The pinnacle of caring

Positioning Statement – How we say we are different.
Enhancing Lives

Character – How we act; our voice
Leader
Gracious
Conscientious
Genuine
Kind
Committed
Fun