Just back from Peoria where I presented our final brand recommendation for the County’s new $46m elder care facility. The agency presented 50 names and 20 logos; the County’s branding committee made the final selection, which was ‘Heddington Oaks.’ After spending considerable time in Peoria in December learning about the residents and the new facility, we discovered that the beautiful park-like setting was a key asset, one that residents and staff alike were happily anticipating. (The current facility faces a prison, not offering much in the way of pastoral pleasures.) Heddington is a geographic reference while Oaks refers not only to the lovely, leafy setting but also to the strength and wisdom of the elderly who are, shamefully, often invisible in American culture. The presentation was made to the entire Board of Commissioners which unanimously voted to approve our recommendation. While we have more work to do on the project, so far, we’ve had a ball working with the warm and welcoming people of Peoria…and a steak dinner at Jim’s in downtown Peoria isn’t too hard to take, either!