Wartburg Rebranding Campaign Underscores Regional Growth


Mount Vernon, NY, March 21, 2013 – The Wartburg, a highly respected and rapidly growing adult care community in Mount Vernon, NY, this week launched a rebranding campaign that marks a milestone in its strategic growth, as it expands regionally beyond its current 34-acre campus and begins to establish new health care partnerships.

Most visibly, the rebranding includes adopting a logo with a more modern flair that reflects Wartburg’s vision and values, and instituting a slight, but significant, name change (it has dropped “the” in its name because “the” implies a singular location).

“As a society, we are entering a new era in how we care for our aging population, and Wartburg is at the cusp of that change,” said David Gentner, president and CEO of Wartburg. “Several years ago we realized that to enhance and modernize our traditional mission of providing compassionate care, we needed to establish a broader, innovative and seamless range of residential living and care options, both on and off campus. We are now instituting that change. Rebranding helps to visually integrate our new array of services and reflects the consistency of quality care that residents and patients experience across our organization.”

Wartburg, which has religious roots in the Lutheran Church, has for decades provided a range of services including home care, adult day care, rehabilitative care, Alzheimer’s and dementia care, and nursing care; and has operated both independent and assisted living facilities for the elderly. The expansion strategy builds on that base. So far this year, on campus, Wartburg has opened the new Friedrichs Residence for independent living. This summer, it will open a sizeable new adult day care and rehabilitation facility. Off campus, Wartburg is expanding its in-home services and is a Certified Home Health Agency, is actively developing a managed care insurance program and is exploring partnerships with hospitals and other health care institutions.

“Compassionate care, with a goal of healing the mind, body and spirit of our residents, is at the root of what distinguishes Wartburg from other adult care organizations,” says Dorothea Bell, Vice President of Human Resources. “The rebranding campaign taps into this history of compassion, yet embraces change. All of our employees are and will be expected to deliver on the brand and to help residents begin each day with optimism so as to put vitality, hope and fun in their lives.”

The new Wartburg logo will be on all letterhead, brochures, banners, ID cards and the organization’s website. Its design includes a moderate-size green-and-purple “W” that doubles as an active human figure. The word “Wartburg” in prominently spelled out in Trade Gothic typeface beneath the logo.

Recently recognized by U.S. News & World Report as one of the “Best Nursing Homes in New York State,” Wartburg is a not-for-profit Lutheran ministry, serving people of all faiths with a full range of residential options and health-related services for older area adults and their families. Wartburg offers skilled nursing care, rehabilitation, Alzheimer’s and dementia care, assisted and independent living, adult day care services, home care, pastoral care and monthly caregiver support groups. Wartburg is a member organization of the National Center for Creative Aging.

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