CHARLESTON, W.Va. – HospiceCare, West Virginia’s largest and oldest provider of hospice, palliative and bereavement services, announced today a rebrand to its visual identity and mission that reflects a deep dedication to patients and families. The rebrand solidifies HospiceCare’s stance as an industry leader offering the highest quality care for patients, families and the community.
The new branding, completed in partnership with advertising firm Auge+Gray+Drake, softens the brand’s previous colors and creates continuity throughout HospiceCare’s service lines. The well-loved heart and house logo remains but is incorporated into flowing shapes that invoke movement and strength. A tagline of “Comfort. Dignity. Peace.” captures the role the organization serves to patients and families who are in the organization’s care.
“When people think of HospiceCare we want them to think of comfort and life, not sadness and death,” said HospiceCare CEO Christopher Rawlings. “Our families tell us again and again how the best decision they made with their loved one was enrolling in hospice, and their only regret was not enrolling sooner. We want people to see us as a partner in hope for their care.”
While HospiceCare has established itself as a leader in hospice services, which is medical and spiritual care to help someone with a terminal illness live as well as possible, increasing quality of life, the organization also offers palliative care and community bereavement services. Palliative care differs from hospice services in that palliative care can be provided along with curative treatment at any stage of the disease or illness from the moment of diagnosis. Palliative care focuses on pain, stress and symptom management, and like hospice services, the main focus is improving the quality of life for the patient.
“Many people are unaware of the diverse services that we provide,” Rawlings said. “We are proud to serve 16 counties throughout central West Virginia with our quality hospice services, but there is still so much misinformation that surrounds end-of-life care. We are hopeful that our new branding strategy will help more people discover our varied services and take advantage of everything we can offer sooner than they may have thought possible.”
HospiceCare’s bereavement division not only works alongside patients and families throughout the illness and up to a year after death but is also offers expanded grief & loss support services to our community through The Wallace Grief Support & Education Center. Here, grieving people can freely express themselves in a safe and supportive environment on their journey of healing. Professional counselors are available to provide grief support and education at the Wallace Center or on-site at a place of business, school, place of worship or community organization.
“The rebrand is not just cosmetic — we’ve taken this opportunity to ask ourselves, ‘How is HospiceCare perceived in the communities we serve, and how can we make ourselves more welcoming to even more people?’” said Jessica Hall, director of Communications & Development who spearheaded the branding update.
“We are continually striving to be better than the day before because that is what our patients and families deserve. We feel that the new look and feel creates a welcoming and professional face for an organization that has been helping West Virginia families for more than 40 years.”
The rebranding will roll out across HospiceCare’s social media platforms, printed materials and marketing pieces. A new website will also be launching this year to make researching services offered, finding more information and starting a referral even easier.
For more information, contact Jessica Hall, Director of Communications & Development at HospiceCare at (304) 768-8523 or jhall@hospicecarewv.org.
