Initially, the Client wanted to understand how to anticipate the impact of megatrends and changing mindsets on their continuing care retirement community (CCRC) product and service offerings. They were also evaluating a rebrand and the need for a new brand architecture to support the eventual expansion beyond their existing physical footprint. They were already enjoying high performance, but had the foresight to consider how to adapt to exceed future resident and prospect expectations. In support of the expansion, they needed a mechanism for ongoing evaluation of their local and national competitive landscape.
This work took place in several phases. The first involved synthesis of qualitative market research and competitive and trend analysis. In addition to a comprehensive market landscape and trend implications, findings resulted in a deeper, actionable understanding of the client's resident and prospect journeys which informed an updated visual identity and brand architecture. Additional phases contained more competitive exploration and an investigation of category-specific lexicon and related perceptions/misperceptions.
Existing residents, prospective residents