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HRA is a Chicago-based alliance of 16 organizations with 27 extended care facilities, including nursing, independent, and assisted living units and sheltered care units. The ultimate goal of each HRA facility is to maintain the independence and dignity of the elderly persons in their communities.

After an initial phase of interviews with the president and other key decision-makers, we discovered that HRA viewed itself as the link connecting patients with the best facilities for their needs. The logo symbolizes the connection that HRA creates between its members and their health care provider.

In addition, brand identity development strategy incorporated design and color that communicate the values of quality and teamwork coexisting with independence, wellness, choice, and players coming together.