Project Description

brookdale

  • Brookdale billboard
  • Brookdale billboard
  • Brookdale billboard
  • Brookdale billboard

our
challenge

Brookdale provides housing and care for older adults. They are, by far, the largest owner and operator of senior communities in the US.  The brand was fragmented with over 1000+ communities making their own marketing choices without a unifying strategy. This is a low engagement category that consumers do not easily talk about, plan for, or engage with openly.

our
answer

The strategy and creative centered on the brand promise of Celebrate Your Self. We built a full brand strategy including positioning, architecture, messaging, voice and tone. Additionally, we launched a fresh and relevant look and feel for the brand that redefined what it meant to age.