How AbleHearts Reshaped Nonprofit Healthcare
When Greystone, a financial equity powerhouse, set out to enter the nonprofit healthcare space, they needed more than a logo — they needed a brand with soul. Summer Friday built AbleHearts from the ground up, delivering a complete identity bold enough to stand out in a space that rarely takes risks.
ROLE
PROBLEM
The long-term care sector is crowded with safe, forgettable branding. Greystone needed a nonprofit healthcare brand that would resonate deeply with its audience — caregivers and residents — while standing apart from every competitor in the space.
RESULTS
Full brand identity delivered from strategy to launch
Complete website designed and developed in-house
Brand suite built across digital and traditional assets
Launched on schedule
A Brand Built With Heart
The process started with strategy. Our team conducted in-depth stakeholder interviews, performed competitive research, and built out target audience personas to expose the psychographic characteristics that would drive the brand forward.
From Research to Identity
Armed with research, the creative team got to work — brainstorming and vetting dozens of names, color palettes, and logo directions. AbleHearts emerged as the clear winner. Bold and human-centered, the name captures the heart of the organization while signaling something rarely seen in long-term care: confidence. With the brand vision locked in, Summer Friday moved into full website design and development, bringing the nonprofit's story and community voices to life.
A Complete Brand, Ready to Launch
The brand was completed with a full suite of traditional assets: brand guidelines, business cards, letterhead, and presentation templates, rolled out across all facilities and teams. AbleHearts launched June 1, 2021, a complete identity built from strategy to execution.
