TRELLIS 

Plum Healthcare, one of California’s largest skilled nursing networks, approached WB Creative with a unique opportunity: for the first time in its history, Plum would build a new skilled nursing facility from the ground up. Based on Plum’s many years of skilled care and widely regarded expertise, the state-of-the-art post-acute facility would incorporate innovations that had never been introduced in the field and signify a bold new step for the organization. WB was tasked to lead creation of a new, market-ready brand that would introduce Plum’s new standard of care, drive customer growth, and promote trust among key stakeholders (including contractors and suppliers, partner healthcare networks, and state and local governments).

WB spent hours facilitating individual and group discussions with key members of the project’s core team, aiming to draw out the inspiring big ideas that were at the essence of the project. Each discussion brought greater depth and new insights. Based on their research, WB generated a collection of more than 15 potential brand names and creative treatments, each fundamentally connected to the purposes of the new facility and the basic human principles at its core. In the end, the “Plum” brand itself pointed the way. The idea of nurturing growth—in plum trees and people—led the team to consider various support structures, such as a wooden stake, a garden wall, and . . .  a trellis—which became the new brand identity. Trellis. Both the new building and the new care model would reflect the definition of that word: “A framework chiefly used to support growth.”