GLOUCESTER, MA – The Gloucester Council on Aging’s Rose Baker Senior Center is announcing a new name and brand identity, marking an important step forward in its ongoing commitment to meeting the evolving needs of older adults in the community.
Following a membership-wide voting event held on March 11, the Center’s new name and tagline were officially selected: Rose Baker Center for Aging Well, with the tagline “Where community comes together.” The process invited participants to help shape the future of the Center, reflecting that it is, at its heart, their space and their voice.
Supported by a grant from the Massachusetts Council on Aging, this rebranding was informed by diverse community input. The new name reflects a broader, more inclusive vision of aging, one that emphasizes wellness, connection, engagement, and a strong sense of belonging.
“This new chapter for the Rose Baker Center for Aging Well reflects Gloucester’s deep commitment to honoring and supporting our residents,” said Mayor Paul Lundberg. “By centering community voices throughout this process, we are helping to create a space that is welcoming, inclusive, and responsive to the needs of all who call Gloucester home.”
As part of this transformation, the Center will undergo several improvements in the coming months, including updates to the front desk, reception area, and lobby, new exterior signage, a refreshed mission statement, and the development of a new website, which will all be designed to better reflect the Center’s identity and enhance the experience for participants.
“This process has been rooted in listening to our community,” said Director of Elder Services, Elise Sinagra. “What we heard was a desire for connection, visibility, and a space where people feel welcomed and valued. The Rose Baker Center for Aging Well reflects that vision, and we’re excited to continue growing together.”
The Rose Baker Center for Aging Well remains dedicated to providing high-quality programs, services, and opportunities that support older adults in living active, engaged, and meaningful lives in Gloucester.
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Mayor Paul Lundberg
City of Gloucester
Good Morning Gloucester 