Rebranding a Senior Living Community

Since its start as a nursing home in 1963, Bethany, a not-for-profit Christian community, has delivered exceptional senior living and healthcare services in California’s Central San Joaquin Valley. With the first step in a visionary master plan underway – an innovative $61 million independent living neighborhood called The Terraces at Bethany – the Ripon-based organization recognized the need for a branding refresh to better reflect its evolution and direction.

Working closely with Bethany’s leadership, DHD developed a modern, impactful brand identity that resonates with the community’s Christian values. The transition from ​“Bethany Home” to ​“Bethany” reflects today’s wider range of living and care options, and enhances the brand’s versatility. 

The new Bethany logo combines a regal blue and gold color palette with a friendly, contemporary script ​“B.” This design not only makes the logo memorable but also infuses it with meaning. The fluidity of the ​“B” suggests a welcoming smile, while the emblem — a shield of faith – evokes Bethany’s spiritual foundation.

“Better Together,” Bethany​’s new brand message, captures the essence of a vibrant, interconnected lifestyle and conveys that life is enriched by close bonds with others and sharing values and faith.