When Benchmark Senior Living wanted to stand out from the competition, we got to the heart of what matters.

With over 50 senior living communities, Benchmark is one of the most recognized names in Senior Living. In an increasingly competitive market, however, they needed to re-examine their brand and connect their geographically dispersed communities to a shared purpose – not just to stand out for potential residents and their families, but also to enhance recruitment and employee retention. Engaging and retaining their 6,000+ employees was critical to their success and ability to deliver a unique “Benchmark experience.”


“It’s human connection that matters most. That’s the Benchmark belief that KHJ helped bring to life in our Brand.”

Tom Grape, CEO

Through a discovery process that included interviews with leadership and management, as well as research with employees, residents and caregivers, KHJ uncovered and articulated the “why” of the organization: Benchmark transforms lives through human connection–meeting people where they are and connecting them to what matters most to them. This insight drove our brand development that extended from brand strategy to a new identity system and full range of internal and external communications.

The corporate logo combines graphics that connote both human connection and setting a “benchmark”, while our brand look-and-feel combines overlapping circles representing “connections” to imagery of people connecting with one another and to the activities they love.


“Benchmark is the perfect example of a purpose driven culture. And what better purpose than to transform lives through human connection? We were proud to help them identify and brand this core essence from the inside out.”

Sylvie Askins, EVP, Chief Strategy Officer

The internal launch included an inspiring brand essence video, brand book, internal launch timeline and FAQ, along with branded giveaways. For external communications, we created an evocative print campaign showcasing “connection” stories, as well as a tv spot that could be customized to different communities. We also designed templates for the corporate and community websites, collateral materials and print ads. Finally, we created an engaging recruitment campaign that brings to life Benchmark’s unique culture of caring.

The internal campaign re-ignited a sense of pride for Benchmark employees across states, and attracted potential residents to a new way of living that’s all about “connecting”.

Up Next


Aspen Dental