Company Notebook

MassMutual Refreshes Brand to Celebrate Interdependence

SPRINGFIELD — Massachusetts Mutual Life Insurance Co. has unveiled a newly refreshed brand, designed to better reflect and build on its legacy and the core values that have guided the company since its founding. Celebrating the gift of interdependence, the new positioning elevates the idea that Americans today want to protect the ones they love with a company whose values align with their own. The brand refresh — marked by the launch of a new, multi-channel advertising campaign, updated logo, and dramatically revamped website — communicates the company’s long history of stability and strength. “Since 1851, MassMutual has been guided by our founding principle — we are people coming together to look out for one another,” said Gareth Ross, chief Digital and Customer Experience officer. “We know people are inherently reliant on one another, whether that’s at home, in the workplace, or in the community. Our new positioning celebrates these relationships, underscoring that, when we depend on each other, we are not only more secure, but life is also happier and more fulfilling.” He added that, based on company research and customer insights — combined with the fact that a substantial number of individuals and families across the U.S. are in need of financial guidance — MassMutual wanted to reinforce the company’s vision and identity in a new, fresh, and relatable way. The new brand recognizes that, while the world celebrates independence, true happiness comes from our reliance on one another. It also seeks to inspire people to see themselves as part of something bigger. MassMutual’s new look is being rolled out through a broad, multi-channel advertising campaign that includes prominent TV, radio, print, outdoor, digital, and social-media advertising across the nation. The company’s visual identity has also been updated to focus on its policy owners and customers. The blue chip has been replaced by a newly designed logo, featuring a bold, dynamic blue color and symbolic dots that represent the community of people that MassMutual is helping to connect. Additionally, the company’s website, massmutual.com, has been redesigned to reflect the refreshed brand, improve the user experience, and deliver new features. “This is just the beginning of the next chapter in MassMutual’s long journey of helping people secure their future and protect the ones they love,” Ross said.

Baystate Wing Hospital Breaks Ground on New ED

PALMER — Baystate Wing Hospital, public officials, community leaders, and donors held a groundbreaking ceremony for the new Emergency Department this week. When it opens in September 2018, the $17.2 million project will expand the Emergency Department to better accommodate the needs of the community by supporting the current annual patient volume of 24,000 visits. “For over 100 years, Baystate Wing Hospital has played a vital role in the community by providing exceptional care for the region. The new Emergency Department will ensure that patients continue to receive outstanding emergency care close to home in an innovative and highly efficient space that will reflect the expertise and commitment of our Emergency Department team,” said Michael Moran, president and chief administrative officer for Baystate Health’s Eastern Region, which includes Baystate Wing Hospital and Baystate Mary Lane. The planning process for the Emergency Department project included input on design concepts from staff, emergency medical service providers, infection-control experts, and patients. The new space will include separate ambulance and public entryways and will feature 20 patient rooms, including trauma, behavioral health, and other dedicated specialty-care areas. In the new Emergency Department, private rooms will replace curtained bays to enhance patient privacy, and a dedicated space will be created for behavioral-health patients. Additionally, patients will have access to sophisticated medical technology, including CT scan and Radiology (X-ray) services, all located in the new, 17,800-square-foot space. While the new facility is being built, the existing emergency room will remain open for the community. “Once the new building is completed, the current Emergency Department space, which was built in 1995, will be retrofitted for other uses,” said Dr. Robert Spence, chief of Emergency Medicine for Baystate Health’s Eastern Region. “The Baystate Mary Lane Emergency Department is appropriately sized for their annual patient volumes of 12,000 emergency visits and will continue to provide 24-hour emergency care in Ware.” During the early phase of the project, Country Bank pledged ongoing investment in healthcare by donating $1 million to the new Emergency Department.

Pride Launches Campaign to Support Square One

SPRINGFIELD — First there were dice. Then came Wendy’s hamburgers, followed by Rubik’s Cube and SpongeBob. Now, Bob Bolduc and his team at Pride Stores want to add Square One to the list of famous ‘squares.’ The locally owned chain of gas stations and convenience stores is launching a campaign where customers may purchase a square for one dollar, in support of the work that Square One does with children and families throughout the region. “We are proud to be supporting the programs and services that Square One offers to ensure that children and families have the tools they need to be successful,” Bolduc said. “Selling squares and displaying them in our stores will be a very visible way to help raise funds for the organization and create greater awareness of the work they are doing.” The squares are available for purchase at the checkout registers of participating Pride locations. For every dollar donated, Pride will display a Square One square in the Pride location of purchase. All proceeds will benefit Square One’s early-learning and family-services initiatives. “We are so grateful to Bob and his team at Pride for all their very generous support of our work,” said Kristine Allard, chief Development and Communications officer for Square One. “Whether we are teaching children to read and write, inspiring an appreciation of fine arts, providing a nourishing meal, or developing a healthy love of play, everything we do is driven by our vision of a bright future for all children, despite the daunting challenges they face at home.” She added that many children in Square One programs are living in homeless shelters, struggle with food insecurity, have a parent who is in addiction recovery or post-incarcerated, or are in custody of an appointed legal guardian or foster parent. “Support from Pride and other businesses is critical to our ability to continue to serve these families.”

Porches Inn Invites Guests to Art Country

NORTH ADAMS — In the cultural hub of Northern Berkshire County, Porches Inn at MASS MoCA has debuted a new ArtCountry package that offers art lovers access to four of the area’s renowned institutions: the Massachusetts Museum of Contemporary Art (MASS MoCA), the Clark Institute, the Williams College Museum of Art, and Bennington Museum. The ArtCountry package includes one ArtCountry pass per adult per stay for complimentary admission to each museum, overnight accommodations, and buffet breakfast. Prices start at $270 per night based on double accommodations. The package is available for travel June 11 through Sept. 24. “With the location of Porches Inn literally across the street from MASS MoCA and the other museums just minutes away, our guests have a home base to experience what locals have always considered art country,” said Mel Karakaya, general manager of the Porches Inn at MASS MoCA. “We’re thrilled to be partnering with these venues to enhance that experience.” MASS MoCA will kick off ArtCountry’s summer season with the opening of its new addition, Building 6, on May 28. The new space will add 130,000 square feet to the museum’s campus and feature work from artists like Robert Rauschenberg, Louise Bourgeois, James Turrell, Jenny Holzer, Laurie Anderson, and Gunnar Schonbeck (Bang on a Can). Located across the street from Porches Inn, MASS MoCA will be the largest contemporary-art museum in the country once the new addition is complete. Set in seven renovated Victorian-era buildings, the Porches Inn’s guest rooms and public spaces employ a clever synthesis of retro and contemporary designs. The inn features a year-round outdoor heated pool, wi-fi, hot tub, sauna, bonfire pit, fitness room, and meeting rooms for retreats and special events. For more information on the ArtCountry package, visit www.porches.com/berkshires-hotel-specials.