The purpose of the Lutheran SeniorLife Branding and Communications Guidelines is to ensure consistency and clarity in how our organization presents itself to its stakeholders, including residents, families, employees, and the broader community. The guide outlines the key elements of our brand, such as the organization’s mission, values, brand promise, visual identity, and messaging framework, to create a cohesive and recognizable brand presence. By adhering to these guidelines, Lutheran SeniorLife aims to strengthen its reputation, build trust, and effectively communicate its commitment to enhancing the quality of life for those we serve and those who serve. Furthermore, this guide provides policies, standards, and best procedures to ensure our messaging aligns with our mission and values. THE HEART OF THE LUTHERAN SENIORLIFE BRAND
MISSION STATEMENT Our mission is to continually transform and elevate health, wellness and social services while fostering an Abundant Life ® for those we serve and those who serve. CORE VALUES • Treat all individuals with dignity, respect, compassion, and professionalism to foster a faith-based, person-centered culture and environment. • Promote teamwork and collaboration in everything that we do. • Focus on innovation by embracing change and being forward thinking. • Commit to exceptional quality and strive for excellence by encouraging curiosity, seeking information and creating and accepting solutions that achieve measurable value. • Strive to be good stewards in all of our actions and decisions.
BRAND PROMISE Live an Abundant Life ®
Lutheran SeniorLife strives to foster and grow Abundant Life ® . Abundant Life ® is unique to each person in what brings joy, enrichment, hope and love to life. Regardless of one’s situation in life, physical abilities or limitations, to live an Abundant Life ® means that each person can live each day with purpose, meaningful activity and a peaceful heart surrounded by people who value and appreciate one another. Abundant Life ® includes elements of opportunity, acceptance, respect, compassion, empowerment and dignity . In the spirit of our faith-based mission every member of the Lutheran SeniorLife community is dedicated to ensuring an environment that provides Abundant Life ® – in all that we do. Abundant Life ® is taken from the Bible, John 10: 10, where Jesus tells us that He came in order to give us life and to give it abundantly. Lutheran SeniorLife is aware that what brings abundance to the life of any individual depends on each person. The key to fulfilling our mission is to know each person we serve fully so we can deliver an Abundant Life ® for everyone. We also need to respect and work well with our fellow team members in support of a culture that promotes Abundant Life ® . We are here to serve.
4 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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