Distinct, memorable and meaningful – key factors when naming a new business or organization.
It’s easier said than done, and the founding Board members of Pennock Village will testify to that. In the spring of 2023, they began the important process of naming a new seniors rural retirement project – now formally named Pennock Village at the Crossroads.
These initial Board members were led through a series of brainstorming sessions and word-pairing exercises, by a local branding strategist. The exercises surfaced words, symbols and sentiments which the group deemed important to associate within the development’s branding. Over a timeframe of 5 months, the exercises were re-visited between regular meetings, allowing them flexibility on their own time to visualize and conceptualize what should be represented. Through regular internal discussion, a list of key words was then narrowed down to a top select few. Those words, paired with slogan ideas and visuals, also helped establish the basis for a Mission and Vision statement, and the overall branding visuals including the logo. The group worked together to secure a name that they felt would help establish the values of this new development, secure a firm brand, and represent a supportive place of residence for community seniors.
“There’s a natural association to what’s known as Pennock Creek (a nearby waterway), but is not officially named Pennock Creek – the province doesn’t actually recognize that name. It’s just a historical name that’s been used over time”, explains James Collie, lead developer in the project, and key to the beginnings of Pennock Village since 2021.
“In talking with various people through local historical societies, it seems there was an early settler in Paipoonge Township by the name of Mr. Pennock, who homesteaded in the area of Pennock Creek. The creek then adopted the name Pennock Creek.”
The Board felt that ‘Pennock’ held both an important and unique relation to the historic context of the area which Pennock Village now sits on.
“To me, we’re recognizing a moment, an early planting of a flag, the building of a homestead – that moment when somebody said ‘this is where I want to be’,” continues Collie, who holds a great passion in supporting area seniors.
‘Village’ became another important word of choice, associating this new seniors development to a ‘Village of Care’. It is the hope that each resident, while still retaining an independent lifestyle, feels supported and cared for through an inclusive community, overseen by the not-for-profit corporation.
“There are people in this community who have lived here for years – I think it’s really important to allow our seniors the opportunity to stay,” comments Collie.
Finally, ‘at the Crossroads’ served as a secondary reference to Pennock Village’s physical location.
Key words which became consistently recurring in discussions included community, integrity, support and fulfillment.
“These words tell our story; a development that is more than just buildings but a place that offers an opportunity for a special lifestyle within a community residents can truly call home,” adds Glenn Burton, Business Advisor, who played an instrumental role in advising throughout the journey of developing a name, brand, Mission & Vision for Pennock Village.
For more on Pennock Village’s key values including its Vision and Mission, subscribe to Our Two Cents e-newsletter, which provides regular updates on the past, present and future happenings which continue to shape Pennock Village into a supportive & inclusive choice for area seniors.