With a focus on the future, we are gearing up for a brand refresh that will not only modernize our visual identity, but accommodate Blue Ridge’s expanding service lines, and help position the organization for the future of care.
In a recent interview on the River 95.3’s News Makers segment, Chief Strategy Officer and head of Blue Ridge’s Marketing & Communications Department, Jason Parsons, shares “we’ve been spending the last couple of years really positioning ourselves to be future makers in care. Reimagining ourselves allows us to also reimagine aging in our community.”
For more than 40 years, Blue Ridge Hospice has been a trusted source of high-quality and compassionate healthcare and support in the northern Shenandoah Valley and northwestern Virginia. “We are committed to meeting the evolving healthcare needs of those dealing with aging and serious illness in our community in the next 40 years as well,” Jason says.
“We want to be a forever-organization. We want to look around corners to see how healthcare is changing, and be a part of that change so that we can continue to serve the community for a long, long time to come.”
Expanding our services
“We offer much more than traditional hospice services,” explains Jason, “and we continue to look at other service lines to fill the gap that exists in between being diagnosed with a serious illness or the onset of aging, and when someone would be eligible for hospice care.”
Blue Ridge now also provides Palliative Care Services—comprehensive, compassionate pain and symptom management care and support for individuals living with advanced illness, but not eligible for hospice care. Blue Ridge has also been awarded approval from the state of Virginia to develop a Program of All-Inclusive Care for the Elderly (PACE) to assist the elderly on our community to remain safely at home.
These developments are part of a larger strategy to continue serving our growing and aging community most effectively. We believe everyone should have access to high-quality care, at every stage in life.
“We have created a new organization called Blue Ridge Care, which is a way to organize the work of Blue Ridge Hospice, Blue Ridge Palliative Care Services, and Blue Ridge Independence at Home,” explains Jason. “Our mission of brightening life’s journey with quality and compassionate care for all whom we are privileged to serve remains our mission, and the mission of each of our service lines.”
A refreshed visual identity
On November 10th, as we honor National Hospice and Palliative Care Month, we will introduce our new brand to the world.
The brand refresh rollout includes a new visual identity for Blue Ridge Hospice, including a new logo. You can expect to see updates on our website, social media channels, collateral materials, signage, advertising, and more.
But this brand refresh is not just about change—it’s about preserving the heritage and essence of the Blue Ridge Hospice brand that the community has known and trusted for decades.
“Our visual identity is still anchored by a beautiful butterfly, which is an iconic part of Blue Ridge Hospice,” says Jason.
The butterfly stays
Our butterfly logo, a symbol that the northern Shenandoah Valley and northwestern Virginia community recognizes and loves, remains at the heart of our brand. We’ve modernized its look and added some color while preserving the essence that has made it so iconic. In fact, we’ve taken extra care in its treatment, including guidelines on how to display our butterfly logo.
We didn’t embark on this journey lightly. We collaborated with a respected marketing firm experienced in working with not-for-profit providers. Over many months, they conducted extensive research to ensure that our refreshed brand truly represents the depth and breadth of the quality, comprehensive services we provide. “There’s a lot of science that goes into it,” Jason says.
Our unwavering commitment
Blue Ridge Hospice’s brand refresh is a testament to our commitment to evolving with the community’s needs, serving with compassion, and looking towards a future where quality care is accessible to all.
Something that will never change is our commitment to providing the best care.
We continue to provide the highest-quality, compassionate healthcare with a focus on dignity, comfort, and the quality of life to anyone in our service area facing serious or chronic illness, nearing the end of life, or affected by death, dying, and loss.
