Nov. 19, 2024, Sacramento, CA – The California Assisted Living Association recently launched a reimagined brand, reflecting CALA’s dedication to its mission and as a trusted leader in advocacy and support for the senior living community.
The rebranding initiative, which began in September 2023, was rooted in the belief that a unified and meaningful brand is essential for organizational success. Through a collaborative, year-long process involving a Brand Strategy Task Force, board members, an advisory group and a branding consultant, CALA crafted a brand identity designed to anchor its work, keeping it relevant and impactful in a changing landscape. The brand strategy also included updated vision and mission statements that reflect CALA’s long-term commitment to compassionate, dignified communities for residents.
A highlight of the new brand properties is the logo – a bridge leading into radiant sun rays – that embodies hope, resilience and forward movement. Developed over the summer with input from CALA’s board and members, the logo and its warm, inviting colors symbolize CALA’s promise of support and growth within the senior living profession. A new tagline and Branding Standards Guide were also introduced, ensuring the consistent application of CALA’s identity across all platforms.
Attendees at the conference experienced the new brand through an exciting presentation, and a branding video provided further insight into CALA’s journey. As CALA’s new brand is integrated across all channels in the coming months, it will serve as a foundation for the organization’s continued dedication to elevating and enriching the lives of residents in senior living communities.
“Our new brand reflects CALA’s dedication to enriching the lives of residents in senior living communities,” said CALA President and CEO Sally Michael. “It embodies our vision for the future and our unwavering commitment to support and advocate for our members.”
About CALA: With approximately 660 provider members and 160 associate members, CALA is the only association solely representing the state’s Residential Care Facilities for the Elderly, which encompass Assisted Living, Memory Care and Continuing Care Retirement Communities. CALA provides leadership through advocacy efforts and education to support providers in their efforts to offer the highest quality programs and services to their residents.
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Contact: Kevin Swartzendruber, (916) 448-1900, ext. 44
