the green house project challenge the status quo
the green house® project is leading a national transformation in institutional long-term skilled nursing care. working with grant funding from the robert wood johnson foundation, the organization is pursuing its vision of transforming a dehumanizing experience into a life-affirming one—where elders and staff who care for them are respected. to challenge the entrenched culture, the green house project enlisted iop to establish their brand and create the communications tools they needed.
visual identity system
visual identity, print and online communications
To achieve their ambitious goals, the Green House needed to solidify their leadership position in the market place; appeal to a wide cross section of audiences—including the public, the long-term care community and policy makers; stop others from co-opting their name; and become the brand name in 21st century long-term care. IOP first created a visual identity for The Green House Project—starting with a logo. The logo itself fulfills several needs. It represents The Green House as a “seal of approval” for homes that have been recognized and accepted as a partner. It serves as the branded identity for the Replication Initiative and ongoing support for Green House homes. And finally, it visually represents the core idea of the initiative, creating homes centered around a hearth.
Once the logo was established, Ideas On Purpose created a full suite of materials including websites, marketing communications, educational materials, business forms, event graphics, newsletter templates, business communications templates and many others. The new identity is has been introduced over the past few months, culminating with the launch of the public websites. The branding work supports an increase in visibility—including appearances on NPR and in Parade Magazine.