• Brand strategy
• Brand architecture
• Visual identity + voice
• Print + digital + outdoor ads
Aveo Lindfield Gardens wanted to reposition itself as a must-live-in retirement community to boost sales enquiries from self-funded seniors (75+).
Our research highlighted that this is a sensitive purchase, the decision mostly made by women. Older prospects are reluctant to move while younger prospects don’t see themselves in a retirement village. Moving from the family home is a tough decision, made harder by difficult circumstances, such as loss of mobility or a partner. Time to change the conversation to one of empowerment, foregrounding warm, contemporary and local.
The brand positioning, strategy and campaign messaging emphasised taking control by downsizing in the same much-loved neighbourhood, preserving cherished individuality and freedom.
We crafted a friendly, feminine and sophisticated brand that emphasises empowerment. By dialling down the national brand, we played to the strengths of the unique Sydney North Shore location. The campaign delivered strong enquiry.
* In partnership with McDowall Creative