Our Work: Peabody Place

Rebranding Case Study: Revitalizing an 80-year-old brand for senior living

CLIENT: Peabody Place

We worked in parallel with Peabody Place as they built an entirely new assisted living and senior care center. Updating an 80-year-old brand included leading a name change effort and refreshed look, a new website and core messaging. This work was weaved into an ongoing marketing effort to support the opening of a state-of-the-art $26 million center that builds on a tradition of care.

What We Did
  • Rebranding, including name change
  • Marketing campaign with new collateral and ad designs
  • Website redesign
  • Communications

Rebranding, including name change

Peabody Home was about to go through a major renovation. Along with a new building, the 80-year-old Franklin, NH landmark needed an updated name and elevated look to take them to the next level. We partnered with the Peabody decision-makers to develop a fresh new color scheme and updated logomark that paid homage to the serenity of the nearby winding rivers. The color palette influenced all interior and exterior design, down to the throw pillows. We created detailed brand guidelines, design elements and an overall tone that would carry the new facility into the future, focusing on pet-friendly accommodations, respect and dignity, and the lively spirit of its residents. 

Marketing campaign with new collateral and ad designs

As part of the rollout of the new brand and building, the creative team designed ads (print and digital), sales kit materials, apparel, banners and signage to create an impact across multiple mediums. A consistent look helped solidify the transformation to Peabody Place in the eyes of Franklin residents, even before the last metaphorical brick was laid in construction. These ads and core messages were woven into a digital and print marketing campaign designed to increase awareness and inquiries.

Website Design

The Cookson team developed a comprehensive website on the WordPress platform to act as the main driver of information on the progress of new construction, opening dates, floorplans, amenities and life at Peabody Place. The site acts as a digital brochure for what to expect for life at the facility and showcases just how impressive its location and offerings are for the residents.


Starting with announcements of the funding for a new center, strategic communications revolved around respecting the old and building the new as a piece of local history was replaced in phases by a state-of-the-art senior living center.

This process rolled out during the pandemic and had to navigate challenges related to access and safety. Numerous press releases, blog posts and social media messaging focused on the new amenities, the connection to history and quality of care to help support marketing and bring people to the center virtually and in person to learn more.