Senior Living | Brand Refresh
Edgehill
Challenge
& strategy
Edgehill is a luxury continuing care retirement community (CCRC) in Stamford, Conn. located on Connecticut’s affluent coastline region. A refresh of the brand’s verbal and visual messaging was undertaken to elevate Edgehill’s strong community standing and highlight its alignment with the distinctive “Greenwich lifestyle.”
A new campaign with the unique message “Where Life Meets Style” is the expression of an unparalleled living experience for the most discerning seniors. This visual and verbal messaging strategy became the foundation for a new website and system of design inspired by Piet Mondrian’s grid systems of the early 20th century. The sophisticated design helped differentiate the Edgehill brand from other CCRCs and position it among other admired luxury brands in different verticals.
Creative
The elements of the Edgehill lifestyle are celebrated through the creative concept, which includes an updated and modernized logo. The logo design brings Edgehill’s look in line with parent company Benchmark Senior Living’s brand family/portfolio of CCRCs. New photographs were taken, and the authentic imagery celebrates the unique characteristics of the residents, staff and community culture.
Results
The brand refresh has been enthusiastically received by key stakeholders, who have embraced an aggressive campaign push. Initial key performance indicators show substantial web traffic increases. The click-through rate for a paid search campaign has far exceeded the industry average, which has demonstrated the messaging resonated with the target audience.
