McKnight’s unites its community with unrivaled focus.
Overview
In over 40 years, McKnight’s has earned its position as the most trusted,
influential and independent voice in senior care. With a history of reporting breaking news and providing critical market analysis, its award-winning family of media brands delivers industry leaders with up-to-date, credible content that helps them in their daily business.
OPPORTUNITIES
Preserve the market-facing equity and heritage of the McKnight’s brand while strengthening the relationship each segmented business unit has with its distinct audience group
Create an enhanced synergy between the McKnight’s businesses and portfolio of news, features and events through an equitable visual identity and a refreshed user interface designed to drive digital KPIs
Better connect, integrate and promote sponsored digital product offerings to drive increased organic interactions
Reinventing an industry giant
McKnight’s is renowned for its unbiased and timely editorial content, which serves three distinct caregiver audiences in long-term care, senior living and home care. By creating a unified visual identity, we sought to augment awareness of the entire product portfolio as well as to maximize revenue opportunities across the business.
Renewing our brand promise
The strength of our name is perfectly matched by our steadfast commitment to the community in which we serve. McKnight’s stands for our legacy and our responsibility. Our network is unequaled. Our focus is unrivaled.
McKnight’s signature ribbon logo mark undulates into a weave. It’s emblematic of the bond and unbreakable network we’ve established for our customers and sponsors, as well as visually unifying our leading family of brands.
McKnight's Senior Living
Hermes Gold Award for Best Website Overall (Business to Business)
Hermes Gold Award for Best Branding Refresh (Strategic Marketing Campaign)