Cook Valley Estates: A Brand to Match the Community

In October 2024, the Brio Living Services Marketing team embarked on a journey to create a brand and logo that signifies the individuality, welcoming feel, and unique services that Cook Valley Estates provides. Focus groups were held with residents and outside prospects to gather information on how to best embody what our community truly represents.

Based on these focus groups and a thorough immersion process, the Marketing team felt it was important to connect to Cook Valley Estates’ vibrant lifestyle and all that it symbolizes. Our goals for a new brand and logo were simple: maintain the name of Cook Valley Estates, while better representing, visually, how special the community is. We also wanted to be sure Cook Valley Estates could stand out in the very competitive Grand Rapids retirement community market.

After an exciting day of celebration on April 16 with team members and residents, we are proud to introduce the new logo for Cook Valley Estates:

“This new brand and logo has been a long time coming for Cook Valley Estates, and it finally gives visual representation to match what life is really like for the residents. This logo will undoubtedly stand out in the local retirement community market and continue to set Cook Valley Estates apart as the premiere standard for independent living in Grand Rapids,” shares James Kelly, Chief Sales and Marketing Officer for Brio Living Services.

The leaf element of this logo symbolizes the distinct beauty of the campus grounds, while the geometric detail within the leaf represents the individuality and freedom of our residents and team members. The vibrant and natural colors reflect the many ways to grow and enjoy life at Cook Valley Estates.

Jessica Scheuerman, Corporate Creative Director for Brio Living Services and the creator of the logo, states, “it was very important for the colors in the logo and design elements to represent what the residents shared was a favorite feature of the community, which was nature. The residents at Cook Valley love the walking paths throughout campus and the wildlife.”

The leaf is also a connection to our overarching organization, Brio Living Services, which contains a tree as the main feature of the logo. These two logos, along with the sister community of Porter Hills Village, all complement one another, just as our communities do.

We thank our residents and team members for their support and valued feedback along this journey. There is much to look forward to at Cook Valley Estates, and this is just the beginning!