June 21, 2024
The Brenda Strafford Foundation unveils a new sub-brand for Aging Care & Senior Living communities.
The foundation operates a diverse portfolio of services in four core areas: Aging Care & Senior Living; Community Supports; International Healthcare; and Innovation & Research.
This evolution of the foundation’s brand strategy – introducing a sub-brand specifically for its Aging Care & Senior Living operations – helps create differentiation between these distinct service offerings, while still building upon the foundation’s overall brand identity in an integrated and cohesive way.
“Launching this new visual identity for our Aging Care & Senior Living communities represents a new milestone for the foundation and an important development in the BSF brand family,” states President and CEO Tony Weeks.
“You’ll notice the same fonts, colours, and even the same bird icons are intentionally used in this new sub-brand to purposefully maintain a strong relationship to the foundation’s primary logo,” Tony explains.
“We are proud to endorse this new BSF Lifestyles identity as a modern progression that continues to honour the long-standing history of The Brenda Strafford Foundation, and preserves the integrity of its established brand,” says Clayton Sissons, Chair of the Board of Directors which includes Strafford family members.
‘The BSF Way’ is our foundational person-centred approach based on a core principle that our care, services and environments encourage a sense of belonging. The BSF Way facilitates a greater emphasis on quality of life that includes a focus on creating more natural residential living environments (compared to traditional models of care within hospital-like institutional environments).
“We know that how we brand and market our services contributes to how our environments are perceived,” says Tony.
“The new BSF Lifestyles sub-brand represents a more approachable and welcoming public-facing visual identity. It sets the tone for a more inviting environment, encouraging a sense of belonging for the residents and families that call BSF home.”
“Introducing BSF Lifestyles takes a strategic approach to how we position our Aging Care & Senior Living services,” affirms Tony.
The launch of this new sub-brand is backed by BSF’s ‘Pursuit 2025’ strategy. This strategic plan continues to embed the importance of person-centred care, services, and environments into our operations and places a focus on enhancing our brand identity and awareness across our service areas.
As we continue to evolve our brand strategy, BSF remains guided by the same philosophy striving for ‘The Preservation of Dignity and the Pursuit of Happiness.’
You can continue to expect the same high quality, person-centred care and services to optimize well-being and enrich people’s lives!
Please be assured there are no changes to our resident or contractor agreements resulting from the introduction of the BSF Lifestyles sub-brand.
The Brenda Strafford Foundation remains as the primary (or parent) organization and each site location remains known by the existing names: Bow View Manor, Cambridge Manor, Clifton House, Tudor Manor and Wentworth Manor. The introduction of BSF Lifestyles reflects a new collective sub-brand and identity for BSF’s continuing care services, but it does not replace The Brenda Strafford Foundation company or the site location names.
You can expect to see some immediate changes across BSF’s five continuing care sites as we launch the new BSF Lifestyles sub-brand, including signage, name tags, business cards, letterheads and memos. In the long term, we will continue to update various documents and materials on an ongoing basis as needed.
We are also preparing to launch a new website that will be dedicated to our continuing care communities at: BSFlifestyles.ca – coming soon!
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