A third-generation company based in central Massachusetts, Salmon’s brand has in some ways been the victim of the organization’s great success. As campuses were added and new services were introduced — independent living, assisted living, skilled nursing care, memory care — each was given its own name, logo and identity. As a result, the public was often unable to connect the dots and unaware that the Salmon family — whose name was well-known and highly-regarded — was behind each. We proposed rebranding the entire organization and unifying its campuses and service areas under a single name: Salmon Healthy Living. That process is currently in its early stages, with a brand introduction to team members and other stakeholders preceding the public roll-out.