Neptune assisted living chain changes its name

Neptune-based United Methodist Homes of New Jersey is now United Methodist Communities, or UMC, according to a statement from the rebranded organization.The new name of the independent and assisted living, post-acute rehabilitation and hospice care group will be attached at the start of the 10 properties that are part of the organization, which means all 10 will be renamed.

“We have a more influential voice as a system of 10 communities, versus 10 individual communities. This will help build statewide impact and long-term name recognition,” said Lawrence Carlson, UMC CEO and president, in a statement. “Transitioning from homes to communities signals that we are growing our ministry beyond our walls. The word ‘communities’ speaks to engagement with older adults and forming partnerships with other organizations that focus on seniors. It also emphasizes person-centered living, and both home and community-based services.”

In addition to the current services, which include independent and assisted living, memory support, post-acute rehabilitation, respite, long-term care and hospice, there will be a broadened focus on home and community-based services through a program called “HomeWorks,” UMC said in a statement.

The rebranding project was done by BrandEquity in Newton, Massachusetts.

BrandEquity Creative Director Steve Smith said the new name shows the organization is a whole, “not just a collection of parts.”

The new names are:

• United Methodist Communities at the Shores (Ocean City);
• United Methodist Communities at Wesley By The Bay (Ocean City);
• United Methodist Communities at Bristol Glen (Newton);
• United Methodist Communities at Collingswood (Collingswood);
• United Methodist Communities at Covenant Place (Plainfield);
• United Methodist Communities at Francis Asbury (Ocean Grove);
• United Methodist Communities at PineRidge of Montclair (Montclair);
• United Methodist Communities at Pitman (Pitman);
• United Methodist Communities at The Wesleyan (Red Bank);
• United Methodist Communities at and Bishop Taylor (East Orange).