High Point, NC-based Presbyterian Homes is the latest long-term care organization to announce a name change, rebranding as Brightspire.
Earlier this year, Newton, MA-based Five Star Senior Living, one of the country’s largest senior living companies, changed its name to AlerisLife, although it kept the Five Star name for its senior living division. Golden LivingCenters also changed its name to Brickyard Healthcare this year.
According to a press release, Presbyterian Homes rebranded “to better differentiate the organization from the many other ‘Presbyterian Homes’ and similarly named organizations in the senior living space.” The organization still will be faith-based, but the rebranding will allow it “to emphasize its appeal to a broader community of residents, employees and partners,” the company said.
“The rebranding is the result of a years-long process including collaboration with our board of governors and a subcommittee of organization leadership and board members with different backgrounds and perspectives,” Brightspire President Tim Webster said in a video introducing the name change.
Leadership and board members were quick to emphasize that the new name does not represent a departure from the organization’s Presbyterian affiliation. Rather than representing a new direction for the organization, the new name and brand more accurately represents the organization’s well-established mission and values, according to Laura Lowe, director of sales and marketing.
She said that the new name and logo were inspired by the Bible verse John 8:12: “I am the light of the world. Whoever follows me will never walk in darkness, but will have the light of life.”
“‘Brightstar’ gives our organization an overall energy, positivity and spiritual connection beyond one denomination to speak to many audiences and many faiths,” Lowe said.
The company serves more than 2,000 residents across the Tar Heel State through its three owned life plan communities, two managed life plan communities and one affordable senior housing apartment community. The community names will not change with the rebranding, Webster said.
“These beloved communities are well known and highly regarded brands in their own right. We all believe in maintaining and supporting those individual brands,” he said.
Day-to-day operations will continue as they did before the corporate rebranding, Lowe said.
“After all, we’re not changing who we are. We’re simply leveraging a new name that will allow us to continue to serve and grow in ways that are consistent with our values,” she said.
