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Feb 26, 2015

The Meals On Wheels Association of America, the oldest and largest national organization supporting the more than 5,000 community-based programs addressing senior hunger and isolation across the country, today announced its official name change to Meals on Wheels America and launched its new brand identity, designed by Duffy & Partners, along with a new website,, developed by

The new brand is a foundational step to building the capacity needed to serve the rapidly growing demand for Meals on Wheels services in America and was designed to more clearly and evocatively convey Meals on Wheels as a vital safety net addressing senior isolation and hunger in virtually every community across the country.

“Our hope is that the new brand and messaging conveys the appropriate level of urgency given the growing senior population. Meals on Wheels delivers much more than a meal by also providing the companionship and peace of mind that enable 2.5 million seniors to remain in their own homes, where they want to be,” said Ellie Hollander, President and CEO of Meals on Wheels America. “This nationwide movement is made possible through the commitment of thousands of local programs and powered by more than two million volunteers. And, if we are to meet the demand ahead, we need to engage many more in the effort.”

Informed by robust marketing research and industry insights from Edge Research, Meals on Wheels America worked with The Storybranding Group to develop the strategic messaging that was then translated into the new visual identity by Duffy & Partners.

“This new identity symbolizes the power found in people coming together—a forward movement—where the wheels of urgency generate an energy that is central to the very essence of the organization, just as the ‘M’ and ‘W’ are essential to the most beloved and recognized name that Meals and Wheels evokes,” said Joe Duffy, Creative Director at Duffy & Partners. “In my 30 years in this business, I have never been more proud to extend our hand in using the power of design to contribute to the enrichment of lives for so many."

Read the official release here