Lakeville COA unveils rebrand plan funded in part by $4,821.77 MCOA grant

The Lakeville Council on Aging presented a planned rebrand of the senior center on Feb. 17 aimed at modernizing its image and improving outreach to older adults, caregivers and partner agencies.

COA Director Laurie told the Select Board the initiative began after a statewide modernization effort led by the Mass Councils on Aging (MCOA) and the Executive Office of Aging and Independence. She said the department received a service‑incentive grant (SIG) in August 2025 for $4,821.77 to support the effort and that the Friends of the Lakeville COA have pledged $1,500. Laurie cited a total project cost of $10,193.56 and said any remaining costs would be covered by the COA's formula grant funds as available.

Planned expenditures include new signage to match town building standards, a refreshed logo with the tagline "Live well, age well," updated letterhead and envelopes, vehicle magnets for Meals on Wheels and medical drivers, advertising and permitting fees, and design support from a local artist who runs senior‑center art classes. Laurie said stakeholders — COA board, staff and the Friends — helped develop mockups and a short name list; she asked the board for support and indicated the campaign would appear in the town newsletter and on March 1 on town communications channels.

Laurie said a driving reason for the rebrand was a recurring public misconception that the senior center is a residential facility; she described a recent call from a resident seeking a bed for a parent as evidence the center's visibility could be improved. The director estimated a rollout would begin in May and indicated the sign vendor needs roughly two months lead time.

The board asked for the communication package to be distributed through the town's communications channels once it is in the newsletter; board members expressed support for the rebrand.