The challenge
After being employed by a senior citizen transportation service for over a decade, our client felt he was more than ready to branch off on his own with a similar enterprise. When he first spoke with us, Tom had already purchased a large passenger van and was actively promoting his new business to a variety of senior residential facilities and communities in the Chicago area. He was anxious to brand his company with a name that would readily appeal to still-mobile, yet active seniors who could no longer drive.

With his marketing niche well-defined, Tom needed a name that was simple, descriptive and to the point, yet interesting enough to set him apart from the competition. In addition, it was very important that the name not suggest any association with negatives related to aging.

The resolution
It was our feeling that we should go with the obvious on this name, since the client would be offering practical services to a customer base that was sure to feel most comfortable relating to a straightforward concept. To us, the word elder not only defines the target audience, it’s also a positive term that suggests a person who is influential or who has respected rank. Teaming elder with drive was a natural blend, since this combination links the purpose of the business with the segment of society being served.

The tagline, Getting seniors from here to there, further describes Tom’s services, while adding excitement to the range of destinations his customers might enjoy. Finally, our designer created a multi-level graphic for the logo that parlayed the traditional with the progressive. By using strong colors, iconic symbols and creative typography, we put our client on the road to success.

You have no idea how often I am complimented on my business name. My customers are always saying they not only like the sound of the name, they also love the look of my logo. And to think I was just going to go with the boring old name Tom’s Driving Service before I talked with you! — Tom K., Chicago

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