Goodwin Living
Brand development and website creation
The challenge
Founded in 1967, Goodwin Living is a faith-based, not-for-profit organization that serves older adults through senior living campuses, health care services, home care, a philanthropic foundation, and a groundbreaking brain health program. Today, Goodwin Living supports more than 2,500 older adults across the National Capital Region and over 25,000 nationwide, guided by a mission to support, honor, and uplift the lives of older adults and those who care for them—enabling individuals to continue living with purpose as they age.
While well known for its senior living campuses, Goodwin Living faced the challenge of helping individuals understand the full breadth of its services. In a competitive market, this required a unified brand and digital experience that clearly communicated what the organization offers and what it stands for.
The insight
For many individuals and families, navigating senior living and health care options is unfamiliar territory. The distinctions between community types, care models, and services are not always clear, particularly at the early stages of decision-making. The opportunity was to simplify this complexity, helping people quickly find relevant information while feeling informed and supported throughout the process.
The solution
Through a comprehensive brand development process, we clarified how Goodwin Living could better serve audiences at every stage of their journey by organizing its offerings into clearer categories, including Senior Living Campuses and Goodwin Living Health. The digital experience was redesigned to help users quickly access the information most relevant to their needs, while maintaining a cohesive view of the organization as a whole. Rather than a single, all-encompassing site, we created a network of dedicated websites—each focused on a specific campus, health care service, and even the foundation—united by a consistent brand experience. This approach ensures users can find what they need without losing sight of who Goodwin Living is and the care that connects every offering.
The results
The project resulted in a digital ecosystem of thirteen connected websites. Designed to be clear and easy to navigate, the system helps people better understand Goodwin Living’s range of offerings and how they fit together. Supported by a refreshed brand expression, including a new tagline, “Powered by Purpose” the work provides a strong foundation for ongoing communication and growth, while showcasing what makes Goodwin Living special.
