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July 7, 2021

Leominster senior care nonprofit rebrands, with nod toward its founders

Photo | Courtesy of Aging Services of North Central Massachusetts Dignitaries and other officials at the Aging Services of North Central Massachusetts rebrand celebration

Montachusett Home Care Corp. of Leominster announced on Tuesday the nonprofit has rebranded as Aging Services of North Central Massachusetts.

While both the name and branding of the company has altered, the company, which provides care for seniors and people with disabilities, said its mission would remain the same.

The three colors featured in the rebrand include a green, pink and blush the company is naming after significant people in the company’s history, including GIlmartin Green for MHCC’s founder and first executive director, Eleanor Gilmartin; Kielty Pink after MHCC’s founding president of the board of directors, Margaret Kielty; and, Doran Blush, after the agency’s longest serving board members, Monsignor John Doran.

“To undergo a rebrand of this magnitude during this tumultuous time is something to be commended,” said Elizabeth Chen, secretary of the Massachusetts Executive Office of Elder Affairs, in a statement.

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