The VNS Foundation separated from its founding organization in 2011, so a new identity was needed as the organization no longer came under the direction of Visiting Nurse Service (VNS). We sought a name that is inviting, flexible, easy to visualize, and engaging. We wanted to shift away from an institutional-sounding name. As our Board Chair Scott Ringold explains, “Our new brand identity creates an emotional connection. It also reflects our mission and gives us the freedom to reach new audiences.”
The name “Morning Light” conveys the character of a welcoming residence where people feel comfortable and hopeful as they greet each morning. The uplifting name and logo attest that each day on earth is a gift for us to appreciate. Executive Director CEO Tom Fodor notes, “Our residents face daunting situations such as terminal illnesses or poverty, but we focus on the positive. We give each resident warmth and hope.”
Developing a new name and brand was identified as an organizational priority through the Board’s strategic planning process. We then engaged Aspen Impact, an Indianapolis-based consulting team, to guide us through the process of defining our character and creating the new name and imagery. The team interviewed Board Members, staff, residents, and service providers; toured our residences; read poetry; brainstormed names; designed logos; and crafted messages about what we do. Once we arrived at a name, logo, and tagline, the Board voted its approval. Now our new identity is official.
We continue to offer the same services as before. We manage the 12-bed Abbie Hunt Bryce Home and the 35-room Pennwood Place in Indianapolis. We also provide occasional grants to support home care patients or the professionals who help them. Staff members, contracted specialists, and volunteers facilitate care and organize activities. We raise money in support of this work and ensure high quality services at each facility.
Our address remains the same: 4701 N. Keystone Avenue #400, Indianapolis, IN 46205. Our phone number is the same, too: (317) 218-7554. Our e-mail addresses are new: instead of having “@vnsf.org” at the end, they have “morninglightinc.org” at the end. As you probably know, our web site address is now www.morninglightinc.org.
Our mission is as follows:
“Morning Light, Inc. fosters nonprofit community services and programs in central Indiana for the terminally ill, seniors, and families of limited means in need of health, wellness or end of life care.“
You can help us by volunteering in one of our residential facilities, telling your friends and relatives what we do, or providing donations in support of our services. Please click on the Donate tab to make an online tax deductible contribution.
Abbie Hunt Bryce Home residents are always in need of food, clothing, and other household and living supplies. If you wish to donate, contact the Home at 317.860.0484.
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