---
title: The Cordwainer 'Complete Care Services' Rebrand
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-11-the-cordwainer-marketing-call-100743594.md
tags:
- the-cordwainer
- branding
- services
- memory-care
layer: 2
client_source: null
industry_context: null
transferable: true
---

# The Cordwainer 'Complete Care Services' Rebrand

## Overview

Effective **January 1** (year confirmed in context as the upcoming Jan 1 from the November onboarding call), The Cordwainer is rebranding its service offerings under the unified name **"Complete Care Services."** This is not a change to the actual care provided — it is a renaming and repackaging of existing all-inclusive services into a single, clearly defined product name.

The rebrand was surfaced during the [[wiki/clients/the-cordwainer/index|The Cordwainer]] marketing onboarding call as a key input for website copy updates.

## What "Complete Care Services" Includes

Per Bodo Liesenfeld's description on the onboarding call, Complete Care Services is described as:

- **All-inclusive living** — room, board, and facility amenities
- **Care services up to three hours** — personal care and support included within the base offering
- Everything bundled into a single service tier rather than itemized à la carte options

This positions The Cordwainer's offering as a premium, transparent, all-in package — consistent with the facility's broader goal of conveying a high-end, worry-free experience to prospective residents and their families.

## Regulatory Context

The Cordwainer operates under state regulations that require a **disclosure statement** — a formal document listing everything included in the services being sold. The disclosure statement has been updated to reflect the Complete Care Services naming and scope. Bodo noted this document should be shared with Asymmetric so that website service descriptions can be rewritten to align with the new language.

> *"We renamed our services Complete Care as of January 1st. We're calling it Complete Care Services, which is all inclusive of living there and all the care that you get up to three hours and everything. So I should probably maybe give that to you to read through because I think that will help with some of how we have to morph our descriptions on the website."*
> — Bodo Liesenfeld, onboarding call

## Marketing & Website Implications

The rebrand has direct implications for the website revamp, which is the top priority engagement item:

- **Service page copy** must be updated to use "Complete Care Services" language throughout
- **Care Options navigation** should reflect the new naming — currently the site uses legacy terminology
- **Dementia Care** should remain the primary listed service; Respite Care is secondary (short-term stays only)
- The disclosure statement serves as the source-of-truth document for what can and cannot be claimed on the website

See [[wiki/clients/the-cordwainer/meetings/2025-11-11-marketing-onboarding-call|Marketing Onboarding Call]] for full context on the website revamp priorities.

## Action Items Tied to This Rebrand

| Owner | Action |
|---|---|
| Erica Lathrop | Send updated "Complete Care Services" disclosure statement to Melissa / Sebastian |
| Asymmetric (web team) | Update all service descriptions on the website to reflect new Complete Care Services branding once disclosure is received |

## Related

- [[wiki/clients/the-cordwainer/index|The Cordwainer — Client Index]]
- [[wiki/clients/the-cordwainer/meetings/2025-11-11-marketing-onboarding-call|Marketing Onboarding Call (Nov 11, 2025)]]
- [[wiki/knowledge/web/cordwainer-website-revamp-priorities|The Cordwainer Website Revamp Priorities]]