This collection of assisted living communities traces its origin to 1872 and the Mercy Retirement & Care Center in San Francisco. After moving to the East Bay following the 1906 earthquake, Mercy found a strong following in Oakland. Ultimately, it joined with Salem Lutheran Home and formed an alliance that would result in a total of six, faith-based communities. Blending Catholic and Lutheran audiences, as well as established communities with brand new facilities, presented challenges for projected a unified brand. The process involved much discussion amongst many stakeholders and a realization that they could unite around certain principles while preserving each communities unique character. This was communicated via television, radio, direct mail, collateral, and, of course, digital channels.