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Maplewood’s Brand Refresh

Many of the best companies are created when a need arises. Such was the case for Maplewood Senior Living. When beloved members of his family needed increasing care, Gregory Smith, President & CEO, set out to profoundly change the promise and potential of our later years in life. That mission began with the opening in 2006 of the first Maplewood Senior Living location – a vibrant, loving community in Danbury, Connecticut, where Smith’s grandmother and great aunt could live their very best lives.

In the decades since, this inspired merger of hospitality and healthcare has earned Maplewood a reputation as an industry leader and visionary. With thoughtfully designed communities in multiple states and the newly launched Inspīr urban brand of luxury senior living Maplewood remains at the forefront of transforming senior lifestyle and care.  

Why Rebrand?

Since its beginning, Maplewood Senior Living has been redefining expectations for the later years in life with senior living communities that provide the freedom to flourish and the confidence of care. 

Over the years, we have remained committed to this mission, continuously expanding and evolving our amenities, services, and care to meet each resident’s personal vision of the good life. Representing this evolution, our new brand carries our legacy of trusted warmth and innovation forward as we continue to cultivate opportunities for seniors to thrive, today and in the future. 

The Direction We Took

The goal was to modernize our look without losing the distinct philosophy of creating thoughtfully designed communities and providing the best care for our residents. Our fresh look is clean, nimble, and deeply human and our new visual identity speaks to our evolution as much as our roots. A refined yet approachable logo reflects our personal, emotions-led approach while a color palette of bright natural tones conveys the warm, vibrant spirit of our communities. 

We updated our logo to represent the strength and stability of the Maplewood name with the personal attention we provide reflected in script.   Stylized botanical motifs which reflect classic sophistication are woven throughout aspects of the marketing materials. Our new color palette incorporates bright natural tones inspired by the warm and vivacious spirit of the company. Colors including moss, sunflower, autumn maple, and spring leaf are now an integral part of our new website and corporate brochures and will be prominent throughout our social media channels.

As part of our new messaging, we have introduced four new themes: Best of Care and Lifestyle, Trusted Warmth, A Sense of Home, and At the Forefront. These themes are reflected throughout our new website, marketing materials, and social media. 

Best of Care and Lifestyle

This theme emphasizes our integrative approach. We cultivate vital communities where older adults can realize their personal vision of the good life. Backed by impeccable service and integrative care, our emotions-led approach meets each resident where they are, providing the space and support to explore passions, forge new connections, and live every day their way. 

This best of care and lifestyle includes delivering top-notch care paired with a vibrant experience, one where all the best memories of home exist in one place.

Trusted Warmth 

Our people are the ultimate heart and soul of the Maplewood experience. Every member of our team – from nurses to chefs to drivers – sets out to better the lives of our residents and ensure they feel seen, appreciated, and loved. This includes the people that interact with our communities, from families of residents to doctors looking out for what is best for their patients. This trusted warmth is felt throughout our communities and each person our residents come in contact with supports their experience. Putting people first always, we build lasting relationships through genuine compassion and open and honest communication. 

A Sense of Home 

Rooted in local design, spirit, and bounty, our senior living communities hum with the vibrance and richness of life, inspiring residents to live in the moment. Dining is an experience of the senses, with fresh ingredients harvested locally. Cultural programming provides space for treasured past time or new interests. Our communities have been designed to reflect the surrounding areas and meals are created from fresh and flavorful local ingredients.

Everywhere they turn, our residents and families are met with the warmth and comfort of home. 

At the Forefront 

Committed to continuous improvement, we adopt emerging technology to improve quality of life and care. Our Center for Aging Innovation and Technology program provides opportunities to integrate new solutions that foster engagement and exploration, from connecting seniors with loved ones through video-enabled tablets to transporting residents to iconic destinations through virtual reality. We are quick to test and adopt innovations that will enrich the lives of our residents. The focus on technology keeps us ahead of the curve for clinical care practices, connecting with loved ones, and overall life exploration and fulfillment. 

Rolling Out Our New Look

The refreshed look will begin rolling out now. Visit our website for an overall perspective of the messaging, color palette, and typography. You will see changes on our social media channels Facebook, LinkedIn, and Instagram. At our communities, staff will soon be wearing updated uniforms and signage will be updated both inside and out.

We are excited to celebrate the next chapter in the story of Maplewood Senior Living and are delighted to have you all part of our expanding company.


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475-259-3252

1 Gorham Island

Westport, CT 06880


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