Case Study
Pathways of Purpose
Brand Strategy
Visual Identity
From idea to industry leader
Anthem is a person-centered memory care company dedicated to providing the highest quality care, comfort, and support to individuals living with cognitive impairment and their families.
When they first came to us in 2014, we worked with them to define their mission to “protect, engage, and love people living with memory loss.” It became a mantra in the company that shaped their culture and growth. Over the years, we have enjoyed watching them succeed, and have continued to work with them on brand strategy, messaging, and visual identity.
Project Goal
When Anthem grew to twenty-four properties in 2021, they needed help defining their philosophy and rolling out their “Life Engagement Plan” in a clear and consistent manner.
brand strategy & Messaging
We performed comprehensive research and analysis on competitors, interviewed staff, and workshopped solutions with company leaders.
The result was a branded program, Pathways of Purpose, that explains how Anthem inspires significance and understanding among its residents, families, and staff. Backed by more than 150 pages of academic research and data, we turned their approach into a concise, accessible handbook that can be used to inspire residents, explain their care to families, and train caregivers.
visual identity
The program needed more than a name, even more than a logo. Pathways of Purpose needed an intuitive visual identity that could live within and alongside the Anthem brand.
From color palette and typography to illustration and photography, we made design choices that increased the program’s legibility, flexibility, and impact. We also designed Pathways of Purpose to be a complimentary aspect of Anthem’s broader visual identity as we produced collateral pieces such as an internal manual, handbook, pamphlet, and posters.
