Evanston, IL-based Mather LifeWays has changed its name to Mather and unveiled a new logo and tagline as part of a rebranding initiative announced Monday.
“The name Mather has always been a part of who we are,” Mather CEO and President Mary Leary said in a statement. “It evokes our founder Alonzo Mather’s unique story as an entrepreneur who lived a life full of possibilities and innovation, inspiring people to do more than they ever thought possible.”
The almost 80-year-old not-for-profit provides three areas of service: senior living residences, cafés and neighborhood programs, and a research institute, serving more than 180,000 people annually, directly and indirectly, with operations in Illinois, Arizona and Virginia.
The rebranding initiative, according to Mather, provides an opportunity to launch a new look and new narrative while retaining brand equity. The new identity includes a contemporary logo, but the brand will continue to feature the orange that has been in use since 2004.
As part of the process, Mather reviewed its mission, vision, values, brand archetype and more. The organization’s new tagline, “Be Nextraordinary,” is meant to embody its commitment to “surpassing the ordinary, turning everyday moments into extraordinary ones.”
“This initiative provides a new opportunity to connect with the next generation of adults who are redefining life after 50,” Mather Senior Vice President of Marketing Brenda Schreiber said. “We think that’s Nextraordinary.”
Mather said the new brand identity received unanimous approval by the organization’s board and was introduced to employees and residents over the past several weeks.