How rebranding helped re-energize Avinity’s senior living communities


After more than 40 years of developing and managing senior living communities, our client Twin City Christian Homes was looking to improve its position in the competitive senior housing market. We met the company’s challenge with a comprehensive rebrand that reflected its Christian values and spirit of compassion.before/after

Our team developed a name, tagline and logo, as well as a new website and various marketing materials, such as brochures, business cards, facts sheets, open house invites and ads for senior housing publications.Avinity business cards

Avinity website



Capturing the spirit

In rebranding Twin City Christian Homes, we first set out to discover what makes the organization tick. The name Avinity comes from attributes our team gleaned from meetings with employees and residents.

Okay, okay, we made it up – but with good reason. Avinity is derived from three words:

  • Affinitas, Latin for relationship and neighborhood
  • Affinity, meaning compassion and empathy
  • Divinity, meaning divine life of Christ

The tagline “Living with Spirit” means Avinity is not just a place for seniors to exist; it’s a place where they can live life in a way that is spiritually, emotionally and physically fulfilling. At Avinity, aging is all about living.

The launch

We introduced the rebrand in April 2012, which included celebrations held at each of Avinity’s eight properties. Check out the party pics below:

Avinity launch party 1

Each community celebrated the brand launch in its own unique fashion.

Avinity launch party 1

Avinity Executive Director Nancy Starr greets visitors at one of the brand launch celebrations.

Avinity launch party 3

Mary Youle, vice president for housing and community services at Aging Services of Minnesota, and Avinity Executive Director Nancy Starr

With the new brand launched, we’re excited to continue working with Avinity to help older adults find communities where they not only feel at home, but where they can also live life to its fullest.

Ericka Olin

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