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Behind every successful company merger is a great rebranding strategy

by Brooke Christensen

Recently, the supportive housing group Mainstay underwent a company merger. As one of our trusted clients, they worked alongside us to rebrand the company image in order to serve their audience better and to grow their business. Through this process, the Mainstay merger served as an opportunity to align with a new brand identity while strengthening the available services.

Before the merger, MHPI & RSSI were separate and established brands with 44 years and 20 years of history, respectively. We gladly accepted the role of strategic partner and helped Mainstay through the challenges of rebranding as they became the newly combined company they are today. The merging of two companies is never a simple process, muddled by strategic elements that need to be put in place as well as people and roles that need to be adjusted. Our team steered the behind-the-scenes development process as Mainstay embraced their new corporate brand identity using tools like name suggestions, domain research, and logo design.

 

New logo, color palette, and fonts

We worked with Mainstay in selecting a new color scheme differentiating them from their previous companies and giving them a fresh start. We strategically kept a house as a central feature in their logo and came up with a new name better describing their central mission – to provide human service and housing programs across Massachusetts.


Updated web design to match the new brand

Once the main brand identity was in place, we updated their website with the new logo, fonts, and colors. We also upgraded the imagery on the website from stock images to photos of their real life employees, customers, and homes. Finally, to improve the accessibility of their site, we added a text magnifier to assist users who may require a larger or smaller print size.

 

 

New Print Assets and Marketing Materials

In order to match their new identity, Mainstay needed all new brand identity assets. Brand identity assets are features such as letterhead, envelopes, and business cards that help the company interact functionally with customers and other businesses. We also prepared new files to apply environmental design features such as a new sign to hang in their office. A central part of the Mainstay re-branding effort was to build upon their already solid foundation of supportive affordable housing and home care. Together, we developed and produced a strategic plan brochure that outlines their goals for the next 3 years.

 

Professional photography

The best way to get to know a new company is to get to know the faces of the people who work there. One of our staff photographers took professional photos of the Mainstay team for the website. The addition of personalized photos not only looks sophisticated, but also adds company value, helping people know the people who make up the brand.

See more of the rebranded identity of Mainstay at their website MainstayLiving.org.

55 Chapel St., Suite 105, Newton, MA 02458 | 617.517.0733
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