NewCourtland has helped transform the lives of seniors and care providers throughout Philadelphia. Additionally, it has been recognized as a national leader in launching innovative programs in community services, senior housing, nursing care, and education and workforce development.

At the time, the organization was made up of a network of semi-independent programs. NewCourtland was struggling with determining a strategy to link the programs. They wanted to leverage the comprehensiveness their network offered without losing the equity they’d established through the individual programs themselves.



  • Brand Architecture

  • Brand Identity

  • Brand Messaging Platforms

  • Brand Visual Platforms

  • Marketing Materials Development

  • Brand Guidelines and Toolkits

  • Promotional Campaigns and Materials 


Our brand architecture strategy helped NewCourtland categorize its assets, thus communicating its breadth to the constituents it served.


In search of a balanced brand strategy, NewCourtland called on Paragraph—who assisted in defining the organization’s brand itself, developing program-specific identities and messaging, and creating a range of marketing materials. These updates were a success, giving NewCourtland not only the answer to their issue at hand, but a foundation on which to launch new programs and initiatives in the future in smart strategic ways.