Maxim Heathcare, a large, privately owned healthcare services company, asked Genesis to help with an "adjacent" new business the company had recently lauched. Our objective was to name, position and create an new identity for this service, primarily focused on adults who need a little help to stay and live independently in their homes. The new Villi brand (myvilli.com), based on the idea "it takes a village," offers A Little Help, A Lotta Love, on demand, for the core demographic and to provide peace-of-mind for those adults, as well as family and loved ones not nearby, by drawing on trusted, vetted and compassionate people in the community. The result so far: Villi relaunched into test market in June and will apply in-market learnings to refine concept and advertising.