Greystone logo black

building abrand identity


Greystone logo black


  • Branding
  • Strategy and research
  • Design

When financial equity powerhouse Greystone chose to enter the nonprofit senior housing, skilled nursing and rehabilitation space, they knew they needed an agency with heart to help craft their brand. With our deep experience in both nonprofit and healthcare, coupled with our passion for giving back, Summer Friday emerged as the perfect fit.

Ablehearts website mockup

our approach

Our branding exercise began with a strong strategic foundation, conducting in-depth interviews with key stakeholders, identifying marketplace opportunities through competitive research and exposing psychographic characteristics in target audience personas. Armed with insights revealed by the research, our creative hive went to work developing and vetting dozens of names. 

The undisputed winner: AbleHearts. The tagline: Love without limits. The bold branding embodies the heart and soul of the organization — the caregivers who power it and the residents who call the communities home. 

Ablehearts heart symbol
Ablehearts logo
Ablehearts heart symbol
Greystone Ablehearts contact page
Greystone Ablehearts contact page


Unlike big box agencies that can take up to a year to complete research and branding, Summer Friday made the process efficient, powerful and relevant. AbleHearts launched as a national brand in June of 2021, rolling out across 16 facilities in three states. And here at Summer Friday, that’s work we can truly only describe as a labor of love.

Ablehearts banding mockup letter head and business cards

check out morecase studies