How AbleHearts Reshaped Nonprofit Healthcare Branding

While at Summer Friday, I had the opportunity to work on a project for Greystone, a prominent financial equity firm venturing into the nonprofit healthcare sector. By uncovering key insights into our target audience's psychographic characteristics, we laid the groundwork for a compelling brand identity. AbleHearts was the clear winner. The name, brandand positioning are bold – a theme not often seen in the long-term care space. While at the core, AbleHearts embodies the heart and soul ofthe organization, caregivers who comprise it and residents who call the communities home.