Our New Name

By Shelagh Clancy

Afresh wind is blowing and it’s brought a new outlook to Brunswick Senior Resources, Inc. (BSRI). Welcome to Coastal Carolina Active Living, with all the programs and services now at our senior centers, plus a new name and an eye toward the future. e Coastal Buzz also re ects this view with a new name and updated look. e whole package is designed to help you and the community better understand what we o er.

“We have always struggled with the name BSRI, because people wonder, what’s that?” Chief Operating O cer Yvette Gosline says. e organization began nearly 20 years ago and has gone through many changes. It rst was a county-run Department of Aging, then changed to BSRI, a nonpro t. rough the years BSRI has added new projects and outreach. e name change helps re ect that.

“BSRI is changing the name to better re ect the growing changes in the aging and retirement industry, namely a focus on health and wellness and the community bene ts associated with that change,” says President/CEO Jim Fish. “Because of our growth, we’ve had so many things happen,” says Director of Corporate Strategy Courtney Bledsoe. “We have senior centers, event rentals, thri stores, and senior housing.” Separate names will help di erentiate the endeavors. e BSRI senior housing management group, for example, will gain the title of Silvertide.

Programs and services at the senior centers will not change, although the programming has changed because of COVID-19, Gosline says.

BSRI remains as an umbrella organization for various projects. The new logos for that and Coastal Carolina Active Living were developed by Melanie Diehl of Melanie & Co. in Wake Forest.

“Working on the rebranding project for Coastal Carolina Active Living has been an incredibly fun journey,” Diehl says. “Our goal is to reach a vibrant community of seniors 50 and over who are seeking social and physical activities, and dedicated volunteers who support the Coastal Carolina Active Living mission. The name change will communicate an experience that encourages seniors and volunteers to engage. With guidance from the executive team, we created a new tagline: ‘Care - Connection - Community.’”