---
title: "Home Instead Introduces New Brand And Campaign"
url: https://burnaze.com/article/77232330-b8b2-4e6f-bcbc-49d7a4a5d430
source: "Franchising.com"
original_url: https://www.franchising.com/news/20210209_home_instead_introduces_new_brand_and_campaign.html
category: "Home care"
industry: "Senior Care"
segment: "Home care"
topics: ["Marketing"]
published: 2021-02-09T12:00:00.000Z
modified: 2026-11-01T22:33:17.660Z
image: https://images.unsplash.com/photo-1450101499163-c8848c66ca85?w=1600&q=80&auto=format&fit=crop
---

# Home Instead Introduces New Brand And Campaign

**TL;DR:** Home Instead has launched a new brand identity and campaign to promote its evolving organization, focusing on personalized care and global presence. The company, formerly known as Home Instead Senior Care, was founded in 1994 by Paul and Lori Hogan.

*originally published in Franchising.com on 2021-02-09. [Read the original](https://www.franchising.com/news/20210209_home_instead_introduces_new_brand_and_campaign.html).*

## Story

OMAHA, Nebraska - Home Instead has launched a new brand identity and campaign to promote the evolving organization. Formerly known as Home Instead Senior Care, the company was founded in 1994 by Paul and Lori Hogan to address a need for personalized care to allow adults to age at home, inspired by Paul’s own grandmother. It has since grown to more than 1,200 independently owned and operated franchises across the globe, which employ 90,000 professional caregivers and deliver more than 80 million hours of care annually.

Created in partnership with creative agency Energy BBDO, the brand’s update includes a simplified logo and the removal of the term “senior care” from the official name - Home Instead. The changes are meant to be more inclusive and a reflection of the evolving global language around the way people talk about older adults. The name change also allows the brand to more broadly address helping aging adults meet their needs wherever they are on their care journey.

The new campaign, “A Life Well-Lived Should Continue at Home,” incorporates the updated Home Instead brand identity. The campaign highlights older adults who have had fulfilling lives full of ups and downs and as they want to continue their lives comfortably and safely in their own homes, Home Instead is there to help.

“When we founded Home Instead around my mother’s kitchen table, we never dreamed it would grow to serve so many older adults across the globe,” said Paul Hogan, Founder of Home Instead. “The new brand and name change moves us into the future and honors the history and inspiration behind our company.”

“Our new brand represents Home Instead today and will continue to serve us as we look to the future,” said Jessie Brumbach, Global Chief Brand Officer, Home Instead. “We’ve given our logo a modern, refreshed look, while keeping the tulip that has come to symbolize the highly personalized care we’re known for. In addition to the updated logo, shortening our name to Home Instead better reflects our global presence and the desire of our clients to remain at home as they age.”

## Entities

- Franchising.com (publication)
- Senior Care (sector)
- rebranding (topic)
- Home Instead Senior Care (company)
- brand update (topic)
- global presence (topic)
- personalized care (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20210209_home_instead_introduces_new_brand_and_campaign.html). Summarized by Burnaze (https://burnaze.com/article/77232330-b8b2-4e6f-bcbc-49d7a4a5d430).