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 [1] marketing onboarding call as a key input for website copy updates.
Per Bodo Liesenfeld's description on the onboarding call, Complete Care Services is described as:
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.
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
The rebrand has direct implications for the website revamp, which is the top priority engagement item:
See [2] for full context on the website revamp priorities.
| 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 |