CALA News & Views | Issue 51 | Impact

CALA's

Rebranding

A STRONG FOUNDATION FOR THE FUTURE CALA embarked on an exciting new chapter with the launch of its reimagined brand at Elevate : CALA’s Fall Conference & Trade Show in Palm Springs this November. The rebrand, unveiled during the Opening General Session on Nov. 4, reflects CALA’s commitment to its mission and its role as a leader in senior living advocacy and support.

WHY THE REBRAND? At the core of CALA’s rebranding effort was the belief that a strong, strategically meaningful brand position is foundational to any organization’s success. Just as the strength of a home lies in its foundation, CALA’s new brand strategy is designed to ground all of the organization’s work, ensuring it remains relevant, focused and impactful in an ever-evolving landscape. Branding isn’t just about a new logo or tagline; it’s about aligning every aspect of the organization to a unified vision. From strategic planning to communications and organizational structure, CALA’s new brand will influence all areas of its work. This approach is designed to not only guide CALA’s immediate activities but also to set the course for its future.

The process gained momentum in February 2024 with a full-day Brand Strategy Workshop which brought together members from all levels of the organization. During this workshop, CALA’s existing brand position, key differentiators and strategic opportunities were closely examined. It was a critical opportunity for stakeholders to refine the organization's vision and mission statements and set the direction for the new brand. Throughout the spring of 2024, the CALA board, alongside an advisory group consisting of marketing experts and board members from our member organizations continued to refine these foundational statements. This collaborative approach ensured that CALA’s new brand would resonate deeply with its members and reflect the values and goals that define the organization. In May 2024, after months of development, CALA’s board officially approved the new mission and vision statements, signaling the organization’s commitment to the new direction. The new logo and brand identity, representing a bridge to the future with warm and inviting colors, were developed over the summer with input from key stakeholders.

THE REBRANDING JOURNEY: A COLLABORATIVE EFFORT

This rebranding initiative was the result of more than a year of collaboration and strategic thinking. It kicked off in September 2023 with a board mini-workshop, facilitated by CALA’s branding consultant, which laid the groundwork for a more comprehensive branding strategy.

CALA NEWS & VIEWS I ISSUE 51 | NOVEMBER 2024

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