Defining b(old) age for a new generation

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Corporate Branding

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Print Collateral

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Websites

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Focus

Senior Living

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Client

American Seniors Housing Association, Washington, DC

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Transformative lifestyle branding for senior communities

American Seniors Housing Association (ASHA) is an organization dedicated to helping older citizens define what aging and community means to them. ASHA is dedicated to changing the conversation of continuing care retirement facilities, and ensuring the needs of seniors at every stage can live fully. Our team was invited to share our expertise in developing a Public Service Announcement (PSA) style campaign to explore the impact of choosing a senior community with specialized caregiving, and that eliminated the negative perception of mulit-unit housing facilities. 

Taking the structure of our strategy-led branding process, we created a dynamic identity for the initiative. In order to change the prevailing perspective, we had to literally change the way “people of a certain age” see themselves. With a custom photography library and active, invigorating messaging, we built the visual story of The Modern Senior; these vignettes highlighted accomplishments, interests, and most importantly, the authentic moments we all live for. Flighted across a massive array of digital, printed, and direct mail media, we would strategically insert the new look of aging into the minds and hearts of retirees and their families.

Although this campaign wasn’t implemented, our team rose to the challenge with innovative thinking, digital-savvy strategies, and a passion to help the seniors housing industry position themselves as a gateway to a bold new beginning.

American Senior Housing Association