Alive Introduces Revitalized Brand Look and Expanded Complex Care Offerings to Help Middle Tennesseans Live Fully Every Day
New visual brand identity and "Time to Live" campaign highlight Alive's full continuum of care - from complex care to hospice and grief counseling
NASHVILLE, Tenn., Nov. 12, 2026 /PRNewswire/ -- Alive, one of the nation's oldest and most experienced end-of-life care providers, today announced a revitalized brand look and feel designed to reflect the ongoing expansion of its clinical services, including the launch of Alive Complex Care – a service delivering specialized geriatric and palliative care directly into the homes of individuals navigating serious or advanced illnesses. Grounded in the creative concept "Time to Live," the refreshed identity reflects Alive's broader continuum of care and supports its mission to transform how communities experience serious illness, death and grief by honoring the harmony between living fully and embracing life's final chapters.
Culturally, fear often prevents open conversations about death, leading families to equate care with "giving up" or to delay seeking support until a patient's final days. Alive's new visual look and messaging reshape this narrative, positioning the organization as a partner throughout a patient's healthcare journey, encouraging open conversations about navigating serious illness, death and dying with patients, caregivers and families who have no intention of wasting a single breath.
This brand evolution was intentionally shaped to better represent the full scope of Alive's work beyond traditional hospice, centered on the expansion of Alive Complex Care. Designed for individuals with advanced or serious illnesses who face challenges navigating fragmented healthcare systems, Complex Care delivers personalized care plans that support patients directly in their homes. By addressing complicated medical needs early, Alive provides a continuous, compassionate support while establishing a seamless bridge into palliative care, hospice, and long-term community grief support.
"For more than 50 years, Alive has walked alongside Middle Tennessee families, but many still associate us strictly with final-days hospice care," said Amir Hamad, Alive CEO. "Our clinical capabilities have grown to meet people much earlier in their care journey, and our brand look needed to evolve to match. The 'Time to Live' campaign demonstrates that care with Alive isn't about giving up - it's about finding clarity, comfort, and peace so patients and families can focus on living every single day to the fullest."
Key highlights of Alive's expanded presence and enhanced brand include:
- A Full Continuum of Support: Bringing awareness to Alive's complete spectrum of care, including Complex Care, CMS 5-Star Rated Hospice Care and community-wide Grief Support.
- "Time to Live" Creative Approach: A warm, approachable visual identity built on the truth that life is amazing - the good, the hard, and even the downright, fist-banging, ugly-crying unfair things. This creative approach celebrates the privilege of living by encouraging open conversations about death and dying alongside patients, caregivers, and families who have no intention of wasting a single breath.
- A Unified Digital Experience: A newly redesigned website launching this winter to help patients, caregivers, clinical partners and donors easily access resources and navigate care options.
For more information about Alive, its new Complex Care offerings, or to explore the new brand experience, visit https://alivehospice.org/
About Alive
Alive is the non-profit organization going beyond the limitations of traditional hospice to transform how our community experiences serious illness, death, and grief. Driven by the belief that moving beyond the fear of death allows us to realize the fullness of being alive, Alive honors the harmony between life and death across every stage of care. Its comprehensive services span in-home and inpatient hospice, complex care, palliative support, community-wide grief counseling, and education through the Alive Institute. Founded in 1975 and serving 12 Middle Tennessee counties, Alive sustains its mission through the generous support of community donors and volunteers - remaining guided by people over profit so no one has to navigate the journey alone.
SOURCE Alive
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