After more than a century of service, Aase Haugen Senior Services was preparing for a defining moment: a move to a new campus and the launch of a future-facing campaign. Leadership knew the transition required more than a new building. It demanded a renewed identity that could energize staff, inspire the community and reflect the quality and vision of the organization’s next era. 

The goal was clear: Breathe new life into a 110-year-old institution while honoring its deep roots. 

Our strategy: Partner with Aase Haugen leadership to guide a comprehensive nonprofit rebrand, beginning with research and stakeholder alignment. The result was The Highlands, a name inspired by the street and elevated location of the new campus, and one that conveys warmth, dignity and a sense of belonging. 

A modern logo and visual identity followed, with a refined color palette and brand elements designed to complement the architecture and natural setting of the facility. Together, the new name and identity repositioned the organization as both forward-looking and deeply connected to its community. 

The Highlands brand began rolling out in January 2026, with early responses signaling success. Staff embraced the new identity as a symbol of pride and momentum, while community reaction has been overwhelmingly positive. The rebrand has helped generate excitement around the move, strengthen internal alignment and set the stage for future fundraising and growth. 

With a revitalized name and visual presence, The Highlands is well positioned to carry its mission forward for the next generation.