Skip to main content

Milestone Senior Services

Feeding the heart of senior services with an expansive rebrand

Senior Services of Southwest Michigan was at a crossroads. As the region’s premier local provider of choice-driven services for seniors and persons with disabilities, they were facing aging challenges of their own.

It was time to build a relevant brand identity to expand their reach. Then successfully implement the rebrand across multiple channels.


We approached the rebranding process as they approach every support service, every meal: With a passion for building heartfelt connections that uplift our entire community.

First we immersed ourselves and listened. Digging deeply to uncover tangible points of differentiation of storied organization, founded in 1963. Interviewing staff members and key stakeholders. Working alongside them. Finally, cementing communication pillars strong enough to support the weighty rebrand in its entirety.


The first element to emerge was a stronger brand name: Milestone.

A grounding new identity.

Rising to fully encompass their mission in the final logo design system.


The visual mood and brand promise that emerged resonates deeply with the heart of the organization. It solidifies Milestone’s prominent position in the community today and their ability to meet the rising need in our community with compassion.

The new site makes it simple for people in need to find services to enrich their lives and help them thrive. The site’s UX design, content strategy, and visual design work in concert to draw clients and caregivers in and prompt them to call or apply for services.

On the back end, an intuitive content management system allows the Milestone team to easily manage updates themselves while following a consistent and effective framework. All supported by custom training and a digital resource library.


Each piece serves as a warm handshake, building bridges and enticing those in need to call and gain further reassurance from the compassionate experts at Milestone.

A complete compilation of digital assets and clear usage guidelines enable the Milestone team to carry out subsequent brand executions at a high level.


“NK’s ability to understand the scope of our broad and complex organization made working through the intricacies of a rebrand so smooth. Their attention to detail, in-depth explanations, and understanding of all things branding and marketing made my role as lead on our project incredibly easy. Their team was always timely on deliverables and willing to give a friendly nudge to keep the project on track. I couldn’t have been successful in this rebrand journey without them!” 

Susan Terranella | Director of Marketing & Communications | Milestone Senior Services