Merging two legacy brands to create one national leader
In 2020, the dynamic merger of AccentCare, a powerhouse in home health and hospice services, and Seasons Hospice & Palliative Care, a family-owned gem known for its vibrant culture and organic growth, set the stage for a new national leader. BPD led the charge, diving deep into market and customer research to discover that a unified brand offering comprehensive services was the way forward. Embracing the AccentCare name, we crafted a fresh, modern brand identity that captured the essence of both companies. Through sensitive change management, employees were supported in the transition, with heartfelt moments such as a “memorial service” for the old brand. The merger was announced with flair through emails, postcards, engaging videos and more, showcasing the high standards and unique strengths of the new entity. The result? A powerful, united front in home health and hospice care, ready to lead the industry with innovation and excellence.
“Determining AccentCare’s brand position, name and identity required a unique combination of industry knowledge, smart research and analysis, brand knowledge, creativity and effective communication in many sensitive situations. And, as a new leadership group was finding its footing, reaching agreement on key decisions was essential - in a time when decisions were, understandably, influenced by emotion. Our data-driven, collaborative approach methodically pushed the balance of subjectivity toward objectivity and unity.”
BPD, Lead Strategist for AccentCare
