Improving on a generic, descriptive name
Sidestep negative associations with assisted living
Create an active, uplifting, and inspirational name
The company’s previous name, Assisted Living Concepts, failed to differentiate the brand and did nothing to combat outdated comparisons to old-style nursing homes. The new name needed to appeal to adult children and their parents, who may both have unfounded reservations about today’s many assisted living options.
This coined name captures the brand’s philosophy of continued engagement and inspiration at all stages of life. Evoking “enliven” and other active connotations, Enlivant stands apart in a category filled with dull, uninspiring names. The name resonated with parents and their adult children, promising an uplifting experience.
