Memory Care at Living Branches is now Serenata Memory Care.
Under this new name are the four Memory Care communities (two at Souderton Mennonite Homes and two at Dock Woods) and the person-centered philosophy, unique therapies, enhanced staffing ratio, comprehensive training, and excellent care that define the Living Branches model.
“When you hear the name Serenata, we hope it evokes the peace and purpose that abound in our Memory Care communities,” says Living Branches president/CEO Edward Brubaker. “The new name is one way we’re demonstrating Living Branches’ commitment to offering the best Memory Care in southeastern Pennsylvania.”
In the coming weeks the Serenata brand name will be introduced across Living Branches’ campuses and marketing materials, including signs, the website, and more. The four neighborhoods will be known by the name Serenata followed by their level of care: Personal Care or Health Care.
“It was important to choose a name that looks and sounds like Living Branches,” explains Alexandra Metricarti, chief marketing and public relations officer for Living Branches. “For those already familiar with our Memory Care neighborhoods, we wanted to find a word that feels like a ‘good fit.’ For those unfamiliar with us, we wanted to set the right tone.”
What’s In a Name? The Path to Serenata
To arrive at one word – Serenata – Living Branches’ marketing team started with hundreds. In early 2024 Living Branches tapped Varsity, the marketing firm that helped coin the name Living Branches, to guide the Memory Care branding process.
Varsity invited over a dozen Living Branches team members to participate in a “name-storming” session. After hours of collaboration, the walls were covered with hundreds of words and phrases illustrating Memory Care at Living Branches.
Some words, like “blossom” and “bloom,” described the experience of many residents who move to Memory Care. Others noted how the communities radiate “peace” and “calm” or the “joyful” and “musical” creative arts therapy programs used in Memory Care. Still others ventured into the natural world, choosing words related to trees, flowers, water, and celestial objects. With all these words in mind, Varsity presented a short list of potential brand names to Living Branches.
“Ultimately we kept digging for a word that did two things,” says Metricarti. “We wanted to get at the feeling of calm in Memory Care and nod to our creative arts therapy and Music & Memory programs, which are unique to Living Branches.”
Enter: Serenata. The word hints at “serene” and a musical “serenade” but is a wholly unique word intended to help Living Branches stand apart.
“We knew pretty quickly we had something great,” Metricarti says. “Serenata speaks to our popular music programs, which are a key component of creative arts therapy. And it sounds as peaceful as walking into one of our Memory Care neighborhoods.”
Using the chosen name, Living Branches and Varsity collaborated on a logo that evokes gentle movement. Some viewers see birds or feathers, while others described gentle ripples on a pond.
“Paired with the name Serenata Memory Care, the logo symbolizes grace, fluidity, and an uplifting environment,” Metricarti adds. “The gold color reminds me of the warmth we cultivate at Living Branches.”
The Future of Serenata
Over time the Serenata name will become second nature to Living Branches residents, team members, and the wider community.
“It’s a wonderful end for the branding project, but Serenata is really another beginning,” Brubaker says. “Serenata encapsulates how we hire and train exceptional caregivers, our person-centered approach to resident engagement, and the four beautiful neighborhoods – three of which opened in the last two years – in which residents find purpose and joy.”
Living Branches leadership, marketing, and team members providing day-to-day resident care and life enrichment aim to continue developing Serenata programs and offerings. As residents settle into their new communities, the sky’s the limit for life enrichment coordinators tasked with helping residents find purpose and joy.
For resident engagement director Annette Echanis, the future of Serenata Memory Care is a bright one. Her list of initiatives for the coming year includes:
- Increasing the amount of intergenerational programming
- Organizing more community outings for Serenata Personal Care residents, such as dress rehearsals for local school plays or meals at local restaurants
- Building “destinations” within Serenata neighborhoods, including mini coffee shops, gift shops, and other sites with specific purposes
- Focusing more on residents’ individual abilities and interests rather than defaulting to what’s expected at their level of care
- Achieving Dementia Capable Care certification for all four Serenata neighborhoods
“We really want to offer residents opportunities to participate in activities that suit their interests and abilities,” Echanis says. “We want to see residents engaging in activities that are ideal for them — whether that means visiting a neighborhood outside Serenata or heading out into the community beyond Living Branches.”