Mather LifeWays Rebrands as Mather

EVANSTON, Ill. — Mather LifeWays, an Evanston-based developer, owner and operator, has rebranded as Mather.

The nearly 80-year-old nonprofit company also operates a research institute and a variety of neighborhood programs, in addition to its seniors housing developments.

“The name Mather has always been a part of who we are,” says Mary Leary, Mather CEO and president. “It evokes our founder Alonzo Mather’s unique story as an entrepreneur who lived a life full of possibilities and innovation, inspiring people to do more than they ever thought possible.”

In rebranding, Mather reviewed its mission, vision, values and brand archetype while building a platform from which to share its story and connect with employees and the next generation of older adults. As part of this initiative, Mather introduced its new tagline “Be Nextraordinary.”

This is not the first time that Mather has created language designed to deliberately redefine the senior living space. In 2015, along with LeadingAge, Mather proposed renaming continuing care retirement community to life plan community.

“At Mather, we’re committed to next practices — from creating new language that shifts perceptions, to encouraging industry-wide innovations through our recognition programs, leadership trainings and more,” says Leary.

Mather’s Board of Directors unanimously approved the rebranding, which was introduced internally to employees and residents over the past several.

“Brands play a significant role in defining who we are and what we value,” says Brenda Schreiber, senior vice president of marketing at Mather. “This initiative provides a new opportunity to connect with the next generation of adults who are redefining life after 50.”